When Max Hamilton walked onto the stage at the 2025 Who Won Sponsorship event, he brought with him not just stories of one of sport’s greatest spectacles, but also its most famous trophy.
As the Commercial Director of the DP World Tour, Hamilton joined Darragh Moloney to discuss what lies ahead for the 2027 Ryder Cup at Adare Manor.
“It’s the real one,” smiled Hamilton, as the gold trophy gleamed under the lights. “No replicas here. It’s the goldest thing I’ve ever seen.”
It was a fitting opening for a conversation that looked ahead to one of the most significant sporting moments ever to come to Ireland.
With the world’s eyes turning toward Limerick in just two years’ time, preparations are well underway for what Hamilton called “a people’s Ryder Cup” a celebration that will go far beyond the fairways of Adare Manor.
A Global Stage with Local Heart
Few events in world sport command the emotion, tension, and spectacle of the Ryder Cup. For Hamilton, its power lies in its rhythm and rarity.
“The Ryder Cup is special because it’s scarce,” he told Moloney. “It only comes every two years, and when it does, it takes over completely. That gives it an energy and intensity unlike anything else.”
He spoke of visiting Limerick earlier this year and sensing the excitement already taking hold. “When you land in Shannon and drive toward Adare, everyone’s talking about it,” he said. “You can feel the anticipation. There’s a sense that something big is coming.”
That “something big” will also deliver significant economic impact. “We expect the Ryder Cup to contribute around €300 million to the Irish economy,” said Hamilton. “Because of the Irish-American connection, it’s going to be even more special. There’s a shared pride and passion that makes this different to any other host country.”
Passion and Participation
Hamilton believes Ireland’s unique sporting character will give the 2027 Ryder Cup its defining edge.
“Italy in 2023 was wonderful,” he said, referencing the most recent European staging. “But Italy isn’t traditionally a golf country. People went because it was Rome – for the beauty and the history. Ireland’s different. People here go because they love golf. It’s in the blood. The crowd will live every shot.”
That passion will be reflected in every corner of the event. “We sell tickets from Tuesday onwards,” he said. “It’s a week-long festival – events all day, every day, leading up to the final putt on Sunday. We want it to be something that everyone can share in, not just those inside the ropes.”
The People’s Ryder Cup
Hamilton and his team have set out to make the Adare edition the most inclusive Ryder Cup yet.
“We’ll have around 50,000 people a day on site,” he said, “but we also want to extend beyond the gates. We’re looking at fan zones, digital activations, and ways to bring people into the experience across Ireland. The aim is to make it feel like a national event, not just a golf event.”
For the DP World Tour, this is about broadening golf’s reach. “The Ryder Cup can’t be too premium,” Hamilton said. “We need to open it up, make it engaging, make it relatable. It’s golf’s greatest showcase – and it should belong to everyone.”
An Open Door for Irish Brands
That inclusive approach also extends to the commercial landscape. “We have three tiers of partnership,” Hamilton explained. “There are eight worldwide partners like BMW and Rolex, then a group of global suppliers who commit to more than one Ryder Cup. And finally, we have event-specific supporters – and that’s where Irish businesses come in.”
That third layer, he said, represents a major opportunity. “We’re already starting to engage with Irish brands who want to be part of this journey. We’ve got two years to build the narrative – what we call ‘The Road to Adare Manor.’ It’s a chance for Irish companies to tell their story through one of the world’s biggest sporting platforms.”
Hamilton pointed out that, unlike many global events, the Ryder Cup’s compact format – one week, one location – gives brands a chance to create deeper, more authentic engagement. “It’s not about just putting a logo on a leaderboard,” he said. “It’s about experience, connection, and emotion. The right brand stories can live long beyond the week itself.”
Storytelling and the Digital Game
In a world where sporting moments are increasingly shared through screens, the Ryder Cup’s digital reach has become central to its success. Hamilton credited European captain Luke Donald for embracing that shift.
“Luke’s incredible on camera,” he said. “He really understood how to bring fans into the team environment – showing the team room, the preparation, the camaraderie. It humanised the players and made fans feel part of the journey.”
The results were staggering. “We had 865 million impressions, 19 million engagements, and over 400 million video views across all platforms,” Hamilton revealed. “That’s how people experience major events now – through storytelling. It’s how we engage the next generation.”
He described how that content extended from jersey design to player rituals, even to moments like the now-famous image of Tommy Fleetwood and Francesco Molinari with the trophy in bed after victory in Paris. “That authenticity is what people connect with,” said Hamilton. “It’s what makes the Ryder Cup different.”
A Centenary Celebration
The 2027 Ryder Cup will carry special significance – marking 100 years since Samuel Ryder first presented the trophy. It will also coincide with the centenary of the Irish Open.
“To have both anniversaries align in Ireland is remarkable,” said Hamilton. “The Irish connection to the Ryder Cup has always been strong – from Darren Clarke’s emotion in 2006 to Shane Lowry’s passion in New York last month. There’s something about Irish golfers that captures what this event is about.”
He also praised Adare Manor’s owner, JP McManus, for helping to bring the event to Ireland. “We’re very lucky to have JP’s support and vision,” he said. “He understands what this means for Irish sport and tourism.”
Looking Ahead
Beyond the sporting drama, the Ryder Cup remains the DP World Tour’s most valuable commercial and cultural asset. “It’s our biggest property,” Hamilton explained. “It sustains professional golf in Europe, and it inspires new audiences. That’s why it matters so much.”
His closing message to the room was a clear call to action. “We’re on a sales mission,” he said with a smile. “Patrick McKinney, our Ireland-based sales manager, and our commercial team are here to start those conversations. We want Irish companies to own part of this journey – to make it their own.”
For brands, fans, and the country as a whole, the message was unmistakable: Ireland’s moment on the global stage is coming, and it promises to be unforgettable.
As Hamilton put it, “The Ryder Cup in 2027 won’t just be golf’s centenary celebration. It’ll be Ireland’s. It’ll be about passion, pride, and possibility. We want it to be a Ryder Cup for everyone.”
The dream is alive – and in Adare, it’s almost within reach.
Image Credit: Irish Sponsorship Awards
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