Standard Life Investments raises brand awareness in partnership with The Ryder Cup
This September Standard Life Investments will be making history as the first Worldwide Partner at the biennial men’s golf tournament, The Ryder Cup.
The tournament, which dates back to 1927, is competed for by two golf teams representing the USA and Europe.
The partnership, due to last for both the 2014 and 2016 Matches, is intended to achieve three key objectives. The first is to find new ways to engage with our current, as well as potential customers, to build global brand visibility and brand associations, and to galvanise our people.
This year’s Ryder Cup, taking place at The Gleneagles Hotel in Perthshire, Scotland from 26 -28 September complements our reputation as a leading global asset manager with strong performance and a distinctive team culture. It is an integral part of our long-term brand building strategy and is a perfect match in terms of our heritage, client base and strong team ethos.
In honour of the Partnership, we’ve been holding golf days for clients based in the USA and Europe, and even our conferences have benefited from the Partnership, with former and current team Captains appearing as guest speakers.
This Partnership brings with it the first television advertisements for Standard Life Investments, which will run in the UK, USA, Canada and Hong Kong during the tournament. We have also linked up with prestigious media outlets on both sides of the Atlantic, such as The Telegraph in the UK, and Bloomberg Businessweek, in the US.