BMW’s investment in the Golf continues to rage on, even at a time when sponsorship money is becoming increasingly hard to come by, writes David Facey.
The PGA Tour’s demand for $20 million in prize money for signature events has cost it long-time blue-chip sponsors such as Farmers Insurance, Wells Fargo and Honda.
But the German car giant has increased its financial backing for the sport by taking over as title sponsor of the Australian PGA, in addition to guaranteeing continued backing for the BMW Championship, the second of the tour’s three FedEx Cup playoffs.
This expands the company’s global portfolio to five major tournaments. The company also sponsors the BMW PGA Championship at Wentworth this week, the BMW International back home and the LPGA tournament in Korea.
It’s a big undertaking, but Ilka Horstmeyer, BMW’s board member responsible for people and places, says it’s one that will benefit both parties.
She explained: “We have been involved in golf for over 40 years and are very proud of our traditions.
“It all started with the BMW Golf Cup for owners and dealers. This has now become the world’s largest series for amateurs with over 100,000 competitors and BMW International has been running it since 1989.
“We see golf as something that’s very important to us because it’s something that a lot of our guests are interested in. We think it’s a really good way to interact with people in a very casual way.”
“It brings people together, and that’s really important. What we should see there is people having fun and enjoying time together, no matter who they are or where they’re from.”
“And, of course, it’s a great opportunity for us to bring our fans, customers and potential customers to the tournament and showcase our product line-up.
and a BMW i5 Touring, the hole-in-one prize for this year’s championship.
“Golf is hugely popular in Australia and a key market for us, so taking over sponsorship of the PGA is a happy marriage!”
But the players aren’t the only ones to benefit from BMW’s involvement: The company’s “Eagles for Education” initiative has raised millions of dollars to support students in Europe and South Korea, and its FedExCup events have generated surprising profits.
All proceeds from the BMW Championship, which has broken the $50 million barrier since its inception in 2007, will benefit the Evans Scholars Foundation.
BMW’s Evans Scholars Foundation is a non-profit organization that fully covers the education of young caddies from disadvantaged backgrounds. With BMW’s support, more than 3,000 Evans Scholars have graduated from 24 universities.
It’s a heartwarming contrast in a climate that highlights how greed has dominated golf since LIV began pumping money into the sport.
Horstmeyer added: “It’s important for people to know that it’s not just the players who benefit from our commitment to golf.”
“Proceeds from the BMW Championship will go exclusively to Evans Scholars. Ticket sales, plus the purchase of a T-shirt or souvenir from the tournament, will help support the education of someone from a less fortunate background.”
“More than $50 million in endowments and more than 3,000 alumni are impressive numbers. And these are people who really need our help.”
“One of the academics I met shared a very moving story – about growing up in a home with an absent father, his mother having an alcohol problem, and other stories that no one wants to hear!”
“But thanks to the Foundation’s help, he managed to get through it and graduate from university. He took up caddying, studied hard at school and showed real ambition to improve his life.
“These are the standards required by the Evans Scholars Foundation, and they have proven to be very successful.
“The 2024 BMW Championship was held at the beautiful Castle Pines Club in Denver. George Solich is the president and his brother Duffy is also on the board. Both are Evans Scholars who come from very poor families.”
“They, like many Evans Scholars, are now making significant contributions to society as community leaders.
“So we’re very proud of our longstanding relationship with golf and that’s why we want to extend that connection even further.”
Author David Facey was The Sun’s golf correspondent for almost 25 years and is a regular contributor to Golf Monthly.