The Ryder Cup is golf’s pre-eminent team competition, with the 24 best golfers from Europe and the United States battling it out every two years. The 44th Ryder Cup saw the most high-profile event in golf come to Italy for the first time. Four years of work by the dedicated staff culminated in the most successful edition of the event ever hosted in Europe. It also achieved new levels of recognition as one of the world’s leading, best-in-class, sporting events. Over 272,000 fans from 40 countries attended – a record Ryder Cup attendance in Europe.

The venue had been completely remodelled to make it truly spectator-friendly in terms of visibility and on-site technological-integration, resulting in record fan and partner satisfaction scores and beating industry benchmarks. An ambitious multi-channel marketing campaign in the 12 months prior to the event that used A-list influencers, creative social media content, data-savvy CRM and experiential experiences positioned the event as a not-to-be-missed cultural moment that can appeal to a global audience of all ages.

As a result, new and younger fans attended and followed in record numbers, with record TV audiences for golf across various broadcasters and 800million impressions on all social media content.

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– 1:42 mins

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