Strengthening an icon with emotion and electricity Helping the Ryder Cup owners reap an optimal return


The unique, high-stakes nature of the Ryder Cup and its commercial potential drove its owners, The PGA of America and European Tour, to take a more disciplined, approach to managing their brand. 


The brand strategy, execution and rollout needed to integrate with sponsorship partners, US and European professional golfers, as well as the individual host sights and respective tourism boards. The new Ryder Cup brand double-downed on its history, unconventional expression and unbridled enthusiasm of players and fans.

Vertiv Case ▶️

Client challenge

From one in a sea of championship cups to a premier global brand with greater commercial impact in merchandising, sponsorship and reach.

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