Mercedes-Benz to sponsor ASEAN Tour

Mercedes-Benz have become a major stakeholder in professional golf in the region by announcing today they will become Tour Title Sponsor of the ASEAN Golf Tour.

In a landmark development for golf in Southeast Asia this year's Mercedes-Benz Tour will feature at least 10 tournaments all offering prize money of US$50,000. The season-ending Tour Championship will boast US$75,000.

Mercedes-Benz, as part of a three-year deal, will not only title sponsor the Tour but they will also title sponsor events in six of their key markets namely Indonesia, Malaysia, Singapore, Thailand, the Philippines and Vietnam.

The Tour is aimed at providing greater playing opportunities for professionals from the ASEAN region - whether they are up-and-coming players or more seasoned competitors.

The circuit first took shape last year when the ASEAN Golf Tour teed off and staged five tournaments during the second half of the season. So successful was the Tour that Mercedes-Benz quickly seized upon the opportunity to lend their sponsorship support.

"We are pleased to align the Mercedes-Benz brand with the Tour and I am confident that our title sponsorship will help grow the Tour and make a huge impact on the game in Southeast Asia. We have shown great commitment to golf in the region from both a player and spectator perspective, and across all ages. The Mercedes-Benz Tour will allow us to fulfil our commitment to nurture talented golfers in the region and supporting their progression in the sport," said Wolfgang Huppenbauer, President & CEO, Mercedes-Benz (Thailand).

The opening event on Tour will be the Mercedes-Benz Masters Indonesia from May 15 to 18, followed the week after by the Mercedes-Benz Masters Philippines from May 22 to 25.

“There are many golf Tours and golf competitions in the region, but what sets the Mercedes-Benz 2008 Tour apart from the others is the focus and emphasis on professional talent development. This series of competitions will give up-and-coming professional golf talents in the region an opportunity to play competitive golf on a regular basis and, most importantly, help them gain entry to playing golf on a bigger stage,” added Dr Rainer Thiel, President & CEO, Daimler South East Asia Pte. Ltd.

The German auto giant enjoys a close bond with the game of golf at the global, regional and local levels. They are particularly proud of The Mercedes-Benz Championship in Hawaii, which is the curtain-raiser on the US PGA Tour, and the Mercedes-Benz Championship in Germany, which is part of the European Tour.

A.C. Wong, one of the guiding hands behind last year's ASEAN Golf Tour and Chairman of the Mercedes-Benz Tour said: "Thanks to the support of Mercedes-Benz we are now in a position to change the face of professional golf in Southeast Asia. The concept of this Tour was always a sound and noble one and something that has quickly caught the eye of the corporate world."

The Tour is officially sanctioned by ASEAN and is headquartered in Singapore. Former Asian PGA Tour executive director Ramlan Haron is acting in a similar role with the Mercedes-Benz Tour. This year three events will be held in Thailand, two each in Indonesia and the Philippines and one in Malaysia, Singapore and Vietnam .

"While we have 10 events on the schedule at the moment there is a possibility that we will add several more this year. In the ensuing seasons we also hope to stage tournaments in Brunei, Cambodia, Laos, and Myanmar," added Wong.

News of the launch of the Tour has been welcomed by professionals across the region. Said Malaysia's top golfer Danny Chia: "This is a very significant development for golf in Asia and it will definitely make the golfing world sit up and take notice. The circuit is an ideal breeding ground for young players and one that I wish existed when I first turned professional."

World Sport Group, who are headquartered in Singapore, are the Official Commercial Partner for the Mercedes-Benz Tour. "We are all extremely excited to be launching such a new circuit with so much potential. This is not just one tournament but a very strong series of tournaments across the region from which we are certain to see some marvelous young players emerge. We thank Mercedes-Benz for their support and look forward to a lasting relationship," said Seamus O'Brien, President & CEO, World Sport Group.

Asian Golf Monthly, along with Callaway Golf and Crest Link, are among the official Tour partners.

Click here for the 2008 Mercedes-Benz ASEAN Golf Tour schedule

March 4, 2008