BMW appoints TRO for Ryder Cup sponsorship activation

TRO was tasked with BMW sponsorship activation at the 2010 Ryder Cup
TRO was tasked with BMW sponsorship activation at the 2010 Ryder Cup

Agency TRO has been selected by automotive brand BMW to activate its sponsorship of the Ryder Cup 2014 at Gleneagles, Scotland, between 23 and 28 September.

TRO will be in charge of the event management, as well as designing and building the BMW Lounge, an interactive brand experience in the tented village, as well as the management of the BMW courtesy car service.

The company previously delivered the event experience on behalf of BMW at the 2010 Ryder Cup at Celtic Manor.

Michael Wyrley-Birch, chief operating officer at TRO EMEA, said: "We’re delighted to have been selected to support BMW with the delivery of an exciting and interactive brand experience at this year’s Ryder Cup.

"We have worked with BMW for over 20 years and are proud to have produced some of their most high-profile sponsorship activations."

He added TRO will also be delivering its tenth sponsorship activation for the brand at the PGA Championship at the Wentworth Club in Surrey on 22-25 May.

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