In two years, this will be our playground with the Ryder Cup taking place at Adare Manor. Worth a look, then, at what the global sponsors are doing in New York on the eve of the 45th Ryder Cup, which tees off tomorrow at Bethpage Black in New York.
Newcomer SAP has arrived as a Worldwide Partner, committing not just to this Ryder Cup but also to the 2027 edition in Ireland.
Its entry signals a shift in how brands approach golf sponsorship. SAP is weaving technology into the Ryder Cup’s digital platforms, powering features in the official app and showcasing data-driven insights as part of its storytelling.
It is a multi-million-dollar investment — with top-tier partnerships reportedly commanding between $7 million and $10 million annually — but one SAP hopes will solidify its place at the heart of golf’s biggest team event.
On the ground, the fan experience is being shaped by sponsors looking to connect through interactivity.
Citi has turned its hospitality lounge into a proving ground for golf lovers. Working with TWO12 Events and Zen Green Stage technology, the bank is offering fans a chance to recreate three iconic Ryder Cup putts, complete with real-time slope adjustments and precision feedback.
PGA professionals are on hand to guide guests, and every putt attempt is captured and replayed on video — merging entertainment with brand immersion.
Elsewhere, T-Mobile is taking on a new role as a partner in the broadcast space, producing “Breakfast at Bethpage” — a morning show format featuring celebrity interviews, behind-the-scenes coverage, and interactive fan elements.
It reflects a growing trend where sponsors want to become content creators themselves, embedding their brands into the daily rhythm of the event.
Even in the skies, sponsorship is in play. Airshare, marking its 25th anniversary, is using the Ryder Cup to introduce itself to golf’s elite audience.
The private aviation company is ferrying clients from Teterboro Airport to Farmingdale, blending luxury transport with exclusive access. Are you ready Shannon?
Alongside these newcomers, long-term Ryder Cup partners are reinforcing their stature.
Rolex, the official timekeeper, has once again infused the event with its signature elegance. Beyond synchronising clocks across Bethpage, Rolex has created a heritage showcase in the fan village, celebrating legendary Ryder Cup moments alongside displays of its iconic timepieces.
The Swiss brand’s storytelling weaves together precision, endurance, and legacy — values it shares with golf’s most famous biennial contest.
BMW, meanwhile, has gone beyond its traditional VIP shuttles. At Bethpage, fans can step into the BMW Experience Zone, test-driving the company’s latest electric and hybrid models on simulators and learning about its innovations in sustainable mobility.
A fleet of BMW i7s and XM hybrids are also transporting players, captains, and VIPs around the event, a visible expression of the brand’s marriage of performance and responsibility.
For guests in hospitality, BMW is also running its popular “closest to the pin” virtual driving challenge, giving participants the chance to win Ryder Cup memorabilia.
Capgemini continues to put its technology credentials on display, using the Ryder Cup platform to highlight its expertise in data, analytics, and digital transformation. Working alongside Ryder Cup organisers, the firm is helping power fan-facing digital infrastructure, including interactive leaderboards and real-time performance insights, while also hosting workshops that link sporting precision with business decision-making.
Meanwhile, Aon is leveraging its global partnership to bridge the business world and the golfing stage. In Bethpage’s corporate suites, the professional services firm is hosting leadership forums with senior executives, using the Ryder Cup’s high-pressure context as a metaphor for decision-making under risk.
Out on the course, it is extending its popular “Risk Reward” concept — familiar from the PGA and LPGA Tours — by providing analytical insights into the most strategically pivotal holes. These insights are being woven into broadcast coverage and digital channels, giving fans a data-driven perspective on how the world’s best players weigh risk against reward when the stakes are at their highest. For Aon, the Ryder Cup is not just a branding exercise but an opportunity to showcase its expertise in advising on complex decisions, while also delivering fresh storytelling for fans.
Debates about money and tradition are to the fore in New York. For the first time, U.S. players are receiving personal stipends in addition to the charitable donations historically linked to Ryder Cup participation.
Many, including world No. 1 Scottie Scheffler, have pledged to donate their payments to good causes, acknowledging that while compensation addresses modern realities, optics matter in an event long celebrated for patriotism and pride.
Critics, meanwhile, question whether the proliferation of corporate buildouts, hospitality zones, and marketing campaigns risks overshadowing the spirit of the Cup itself.
As the crowds gather and the first shots are struck, the Ryder Cup is once again proving it is as much a global marketing platform as it is a golfing showdown.
Sponsors are no longer content to stand quietly in the background; they are shaping experiences, powering technology, and creating stories that travel far beyond the ropes.
We are excited already for where that will lead in 2027.
Image Credit: Sport for Business
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