Core disciplines: Brand Activation, Experiential marketing, Sponsorship

From Driving Range To Drivers Seat

BMW PGA Championships 2018


Spanning over 30 years, BMW is one of the most significant partners of the PGA European Tour. 2018 marks the 14th year that BMW has been the title partner of the Wentworth hosted PGA Championship.  

The Championship Village is the primary brand showcase for BMW at Wentworth, with 20 cars displayed in interactive zones which reflect the product’s particular personality and values, providing relevant and authentic interactive touch points. In 2018, situated in the heart of the Village was the X Bridge. Mfrom the X ade up of two parts with five models displayed from the X range, there was the X Club Challenge, a three-hole urban crazy golf course, daring our guests to break the rules. The second part was the X Rooftop, the Village's newest bar.

A highlight from the 2018 Village was the Vision Garden, which showcased the BMWi and iPerformance models, along with interactive talk content taking place throughout the day. Other highlights for 2018 included the inclusion of a BMW i8 Roadster display on the 18th Grandstand, and M5 Hole in One prize on the 14th.

Within the Championship Village BMW also have the Owners' Lounge, where entrance is granted to guests by showing their key fob for access to complimentary beverages.


More than 20,000 visitors to the BMW Owners Lounge


Over 8,600 new contacts made


503 hot leads captured

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