Style, sport, and dynamic brand experiences all came together at this year’s Ryder Cup. Held in Farmingdale, N.Y., at Bethpage Black, the golf competition ran Sept. 26-28 and delivered a dramatic finish, with the European team narrowly defeating the U.S. 15-13.
(ICYMI: The golf comp takes place every two years between teams from the U.S. and Europe; the host location alternates between the two.)
This was the first time the Ryder Cup was held at Bethpage Black, a public course on Long Island often called a “country club for the people.” Brands activating on and off course certainly took that message to heart as golf continues to expand its global reach (in both traditional and nontraditional ways).
A “fan village” on site welcomed brands like Elijah Craig, DraftKings, and T-Mobile, who engaged fans with golf simulator experiences, limited-edition swag, and upscale lounges. Ralph Lauren returned for the seventh time as the official outfitter of the U.S. Ryder Cup team. The brand provided the team with uniforms, outerwear, and tailored clothing that was worn during the opening ceremony and welcome dinner, as well as upon arrival and during play of the golf competition. During the matches, Ralph Lauren also activated an exclusive hospitality suite for select guests.
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The spirit of the cup’s host state, New York, was also well represented. Legendary New York Italian eatery Rao’s popped up at Bethpage Black to recreate its historic East Harlem location. The activation was produced by Intersport’s Culinary Experiences Group. Following match play each evening, a limited number of guests enjoyed an intimate, invitation-only dinner. On offer were handcrafted cocktails and hors d’oeuvres and a multicourse, family-style dinner by executive chef Dino Gatto.
Over in Manhattan, a massive “Ryder Cup Live” activation took over Rockefeller Center’s famous Center Plaza and Rink for live viewing parties and brand partner pop-ups.
“Rockefeller Center is such an iconic and complex space operationally, with tight load-in windows, security requirements, and broadcast coordination, but our partners at PGA of America, NBC, and Tishman Speyer were incredible collaborators in helping us pull it all off seamlessly,” says Christie Decker, account director for GDX Studios, who produced the activation.
Keep scrolling to see inside Ryder Cup Live and more…
Ryder Cup Live in New York City
In honor of the Ryder Cup, Rockefeller Center’s Center Plaza and Rink transformed into an immersive, four-day Ryder Cup showcase, free and open to the public daily. Produced by experiential agency GDX Studios, the massive activation featured live viewing parties, interactive golf challenges, partner activations, and special appearances from NBC talent. Photo: Courtesy of GDX Studios
“The most popular touchpoints were definitely the interactive golf experiences, specifically the Toptracer First Tee Challenge and the 50-foot ‘Putt Like a Legend’ contest,” says GDX Studios account director Christie Decker. “Those moments perfectly captured the PGA of America’s goal to grow the game and get clubs in hands. It was incredible to see such a wide range of people, from serious golfers to complete first-timers, step up and take a swing or a putt.” Photo: Courtesy of GDX Studios
“The celebration when someone sank that long putt created the kind of contagious energy we hoped for,” Decker adds. Photo: Courtesy of GDX Studios
Among the partner activations? Ralph Lauren, the official outfitter of the U.S. Ryder Cup team. At Rockefeller Center, visitors could shop the official Ryder Cup Collection online and partake in other interactive fan engagement moments. Photo: Courtesy of GDX Studios
Michelob Ultra was also on site as the official beer of the Ryder Cup. Attendees could grab a cold one and enjoy comfortable seating or try their hand at a putting challenge. Photo: Courtesy of GDX Studios
The Rink at Rockefeller Center was partially transformed into this dual-themed bar, which celebrated the U.S. and European teams with cocktails. Partner brands in the mix (literally) included Elijah Craig’s signature Small Batch Bourbon, Sugarlands’ Ryder Cup Cherry Limeade Moonshine, William Hill’s world-renowned wine selections, and Goslings’ Dark ‘N Stormy. Attendees could also enjoy light food offerings, an Elijah Craig speakeasy lounge area, an augmented reality photo booth, and authentic memorabilia. Photo: Courtesy of GDX Studios
“What surprised and delighted us most was the enthusiasm for the watch party itself,” Decker says. “The crowds that lined up each morning to watch the live broadcast at 7 a.m. were remarkable. People camped out for hours, cheering and chanting for their team, enjoying the themed cocktails, and just soaking in the atmosphere. The plaza had the same electricity and community you’d find at a major sporting event venue, but right in the middle of Rockefeller Center.” Photo: Courtesy of GDX Studios
T-Mobile’s Club Magenta
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T-Mobile brought its Club Magenta activation to Bethpage Black. The space allowed T-Mobile users to enjoy the AC, hit balls on a simulator, and have their swings “roasted” by SportsboxAI. They could also enjoy a fully stocked bar throughout the event. Photo: Courtesy of T-Mobile
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T-Mobile also had talent on site throughout the week inside Club Magenta to help create further fan engagement. Women golf leaders like Amanda Balionis, Hally Leadbetter, and Jeehae Lee (pictured) all made appearances throughout the event. Other talent included Kira Dixon, Michele Wie West, and Ryan Fitzpatrick. Fans could listen to their Q&As and then snap photos with each celebrity. Photo: Courtesy of T-Mobile
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Merch giveaways were, of course, part of the experience. On all days Club Magenta was open, T-Mobile users could receive free Ryder Cup swag like T-Mobile lawn chairs, Ryder Cup beanies, and the T-Mobile Breakfast at Bethpage collab T-shirts and hats. Photo: Courtesy of T-Mobile
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The beanies were especially popular. “Word would get out across Bethpage Black, and these would fly out of Club Magenta on the daily,” a T-Mobile spokesperson said. Photo: Courtesy of T-Mobile
DraftKings
DraftKings activated on site at Ryder Cup with a social club-inspired lounge. Celebrities like host Michael Strahan made appearances. Photo: Courtesy of DraftKings
Inside the space, guests enjoyed a golf simulator bay, a projection screen for live match viewings, a putting green, a pool table, and lounge areas. Photo: Courtesy of DraftKings
Craft cocktails on offer included the “Moneyline Marg” and the “Mulligan” with Elijah Craig Small Batch Bourbon, black tea, and lemonade. Photo: Courtesy of DraftKings
Elijah Craig’s Speakeasy
At this year’s Ryder Cup, bourbon brand Elijah Craig (part of Heaven Hill Brands) activated a speakeasy inside the fan village and a private chalet on the 16th green. Dana Darley Daily, senior manager of whisky portfolio events for Heaven Hill Brands, describes the speakeasy as “a refined escape that showcased the brand’s signature warmth and craftsmanship.” Photo: Courtesy of Heaven Hill Brands
Once inside, visitors enjoyed specialty cocktails crafted with Elijah Craig bourbon (of course) and took home exclusive giveaway items like branded binoculars. Photo: Courtesy of Heaven Hill Brands
Guests could also add their names to a commemorative wall to mark their time at the event. Photo: Courtesy of Heaven Hill Brands
