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CGA and Volvo extend China Open deal to 2015

The China Golf Association (CGA) and Volvo have reached a landmark agreement which will extend their long-running partnership in staging the Open Championship of China till 2015.

Volvo Event Management President and CEO Mel Pyatt also announced that next year's total prize fund for the Volvo China Open, which returns to Shanghai Silport Golf Club, will increase to US$2 million, a jump of US$200,000 from this week's prize pot.

From the inaugural year in 1995 when Volvo became the first sponsor of golf in China, prize money will have grown by a massive 500% over a span of 12 years.

"In principal, we have reached an agreement with the CGA to stage the Volvo China Open till 2015, which is a six year extension to our existing contract that ends in 2009," said Pyatt.

"We are very excited with the future of this great championship and we are committed to stay the course and make the Open Championship of China a major event in world golf over the next decade."

Volvo's commitment to golf in China includes grassroot development. It has an existing sponsorship agreement with the CGA till 2009 to stage the Volvo China Junior Golf Championship, which Pyatt hopes will breed future champions at its flagship tournament.

"Our partnership with golf in China has been tremendous. The early days were pioneering days and it was clearly focused around a brand strategy rather than a commercial strategy. Now, we realise that we have been absolutely right with the growth of golf as it is now with China.

"Golf is growing in China, our Open championship is growing and so is the commercial growth of the Volvo Group in this country. It is a perfect fit," said Pyatt.

He added that prize money would continue to rise steadily and plans are afoot to introduce international pre-qualifying in the near future. "This is an Open championship and we hope every youngster around the world will aspire to win, especially amongst the young golfers in China.

“We understand the need to drive the game amongst the junior players and through our involvement with the junior championship, we are hopeful that our vision to breed a new generation of Chinese players will emerge and challenge regularly at their national Open.

"In the same stroke, China has to remain patient with its present crop of players as we have just passed a decade of golf development in this country. But by the time we hit 2015, I dare predict that we'll certainly see a new surge and group of professional players that will be developed at home," said Pyatt.

Pyatt is also looking forward to a return to Shanghai Silport next year, a venue which he calls the "spiritual home" of the championship. Shanghai Silport hosted the event from 1998 to 2004.

Following the staging of the 13th edition in 2007, the Volvo China Open will return to the Beijing CBD International Golf Club in 2008 to commemorate the Olympic Games in the Chinese capital.

"Eleven years ago, we believed in the future of Chinese golf and committed to the Volvo China Open in Beijing with an initial prize fund of US$400,000 when nobody else had that belief. We have committed millions of dollars to golf in China and believe that golf in this country is what it is today due to our endeavours.

"We are also looking forward to going back to Shanghai Silport which has been a fantastic partner all these years," said Pyatt.

April 15, 2006