Mercedes Extends Golf Activities To Become Title Sponsor Of The Mercedes-Benz Championship

Posted by www.eMercedesBenz.com on September 19th, 2006

Mercedes has announced today that they have extended their golfing sponsorship activities, entering into a three-year agreement to become title sponsor of what's being called the Mercedes-Benz Championship.

The Mercedes-Benz Championship, formerly known as the German Masters, will build on what is Germany's oldest established golf tournament. Over the next year, Mercedes along with the European Tour and brothers Bernhard and Erwin Langer will develop a new iteration of the German Masters, implementing a "Winners Only" principle much like the one used for the Mercedes-Benz Championship on the US PGA Tour. The new system works by only allowing players who have either won tournaments on the European Tour 2007, are in the Top 75 of the world rankings or the Top 60 of the European rankings to take part in the tournament, with the event being played over four days without cuts.

According to Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars: "We are very pleased to have gained this exclusive platform for Mercedes-Benz. We have always pointed out that our brand values harmonize outstandingly well with the image dimensions of golf. Bernard Langer has already gone down in history as captain of the successful Ryder Cup Team in 2004, and the continuation of our time-tried cooperation with him and his brother Erwin will focus public attention more strongly on the connections between Mercedes-Benz and golf."

To learn more about Mercedes and their sponsorship of the new Mercedes-Benz Championship, keep reading for the full press release.

OFFICIAL PRESS RELEASE

Mercedes-Benz extends golf activities: Title sponsor for Mercedes- Benz Championship

Cooperation with Bernhard and Erwin Langer Professional golf tournament to be established on European Tour Contract to run for 3 years

Stuttgart, Sep 19, 2006 Mercedes-Benz has returned to Germany's oldest established golf tournament. In the coming year, a professional golf tournament with the title Mercedes-Benz Championship will be organised jointly as part of the European Tour with the brothers Bernhard and Erwin Langer. A contract to this effect has been signed today stating that Mercedes-Benz will be the title sponsor for an initial period of three years. Up to now, the Championship was known as the German Masters.

It is not only the name of this renowned tournament which is new, but also the idea behind it. It will be played on the "Winners Only" principle which is also used for the Mercedes-Benz Championship on the US PGA Tour. Only players who have either won tournaments on the European Tour 2007 or are in the Top 75 of the world rankings or the Top 60 of the European rankings will be qualified to take part. The number of participants is limited to 75 and the tournament will be played on four days without cut. For the tournament, which is to take place from 10th – 16th September, 2007, the preferred venue would be the GC Gut Lärchenhof in Pulheim near Cologne.

"We are very pleased to have gained this exclusive platform for Mercedes-Benz," said Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars. "We have always pointed out that our brand values harmonise outstandingly well with the image dimensions of golf. Bernard Langer has already gone down in history as captain of the successful Ryder Cup Team in 2004, and the continuation of our time-tried cooperation with him and his brother Erwin will focus public attention more strongly on the connections between Mercedes-Benz and golf." As long ago as 1987 – 1995, the Langer brothers established the fore-runner of the Mercedes-Benz Championship, the Mercedes German Masters, with Mercedes-Benz initially as main sponsor, but after 1990 as title sponsor. Planned as a tournament with major participation from top-ranking European golfers, the Mercedes-Benz Championship will be a trend-setter for the whole continent.

Bernhard Langer is also very satisfied about the partnership with their new title sponsor. "We feel we are integrated in the Mercedes- Benz global network and appreciate it very much. The new concept promises to a very select field of participants and will also allow us to present golf of the very highest standard in Germany and Europe in future. I am really looking forward to working together."

According to George O'Grady, Executive Director of the European Tour, the Mercedes-Benz Championship brings with it the return of the most renowned and favourite tour on the tournament calendar and will prove to be a definite enhancement for the European Tour. "We are really pleased to be able to welcome Mercedes-Benz as a sponsor once again and would like to congratulate Bernhard and Erwin Langer on being able to carry on with their tournament."