HSBC WOMEN’S WORLD CHAMPIONSHIP 2021

The HSBC Women’s World Championship 2021 marked a first return to professional golf in Asia since the impact of Covid-19 arose in early 2020. Without a professional golf event in the region for a year, there was a strong desire for the community of Singapore to engage with the countries first international sporting event since the global pandemic began. Factoring in government regulations (which limited on site spectators to 250 unique visitors a day and a limit of 8 individuals per hospitality suite), restrictions and the need for new safe management, the event worked to deliver a groundbreaking fan and hospitality experience that focused heavily on digital activations and bespoke temporary structures.

Shifting to develop more remote solutions allowed the general public to consume the event like never before and also saw a revolutionized hospitality offering for VIP’s. On site guests enjoyed viewing the golf on pre-determined holes in an intimate 8 person setting, and those not able to visit the golf course interacted with the “Hex Live” experience, a bespoke designed online platform accessible from the comfort of their own home.

Broadcast production of the event was also revolutionized, with the world’s first fully remote TV Production handled off site over 25km away, linked to the event via the internet. Only cameramen operated within the events “Bio Secured Bubble” on-site. Additionally, media were able to engage with players offsite through a digital media center, utilizing online platforms to converse with the world’s best female golfers in a safe manner.

Execution of the above did not come without a large degree of risk. But the need to revolutionize our Fan, VIP and Media Experience was necessary to ensure the continuation of the most prestigious and competitive golf event in the region and one of the hallmarks on the LPGA tour.