Champion Jesper Svensson at the final hole at the Porsche Singapore Classic
Porsche’s involvement in golf began with the Porsche Golf Cup in 1988. In 2015, Porsche entered professional golf as the title sponsor of the DP World Tour’s Porsche European Open, significantly contributing to its establishment as a premier golf event in Germany. Now, as the title sponsor of the Porsche Singapore Classic, Porsche is expanding its commitment to professional golf in vital Asian markets.
Porsche has also formed car partnerships at the PGA Tour and DP World Tour events, including the Omega European Masters and the Amundi Evian Championship in women’s golf. The Porsche Golf Circle, launched in 2017, provides keen golf-playing Porsche customers with exclusive experiences at unique locations and professional tournaments. Adding to its golfing family, Paul Casey joined as the first golf Brand Ambassador in 2020.
By becoming Title Partner of the DP World Tour’s Porsche Singapore Classic, Porsche has extended its global golf involvement. The sports car manufacturer is internationalising its activities in professional golf and affording its worldwide customers and fans additional exclusive brand experiences.
The Porsche Singapore Classic was played for the first time under its new name at the Laguna National Golf Resort Club from 21 – 24 March 2024.
Porsche AG representative Deniz Keskin, Director of Brand Management and Partnership
Porsche AG representatives Deniz Keskin, Director of Brand Management and Partnership, and Markus Rothermel, Spokesperson for Sports Communications, were recently at the Porsche Singapore Classic and addressed the decision to withdraw the title sponsorship of the European Open to redirect their focus towards Asia.
“When we decided on Singapore, there were two important factors for us: first, creating a platform for the brand and giving people access to the brand. Second, creating special experiences for our customers because we are a very special brand,” said Keskin.
Essentially, Porsche aims to create a platform that introduces the brand to a new audience, focusing on brand recognition. The sponsorship of the Singapore Classic deepens the understanding of the brand’s values and identity, despite Porsche’s already established global awareness.
As a brand with sport embedded in its DNA, Porsche hopes to provide unique customer experiences, reflecting its philosophy of bringing people together and granting access to exclusive opportunities. The decision to sponsor an event is influenced by the potential to create such special experiences, particularly in regions with room for brand expansion. Porsche’s broader strategy is to increase its presence in the Asian markets, particularly in Singapore, Malaysia, Korea, Taiwan and Japan, alongside other initiatives such as retail strategies.
Keskin said, “So having a platform in Asia that helps us bring these special experiences is important to us.”
The move to shift sponsorship focus from Europe to Asia is part of a deliberate effort to internationalise Porsche’s golf presence while continuing to support and grow the game. This strategic decision is reinforced by Porsche’s commitment to long-term partnerships and responsible engagement with the communities involved. While maintaining ties with existing and established markets, Porsche intends to broaden its global footprint and enhance its connection with golf enthusiasts worldwide.
“The Singapore Classic is a perfect opportunity for us to enter, and now we hope that we can build something here on a long-term basis, really make a statement and help develop the tournament further,” said Keskin.
Porsche’s sponsorship of the Singapore Classic is a multi-year commitment, just like it was with the European Open. The aim is to increase brand visibility and establish meaningful connections with audiences in the Asian markets.
Porsche aims to create a platform that introduces the brand to a new audience
Porsche’s sponsorship engagement goes beyond mere brand exposure; it aims to create memorable experiences for customers, players, and spectators. This involves active participation and providing exceptional treatment for players, ensuring they feel valued and appreciated. Ultimately, Porsche’s sponsorship strategy is guided by a desire to foster positive associations with the brand and contribute to the growth and success of the tournaments it supports.
“As a title sponsor in Hamburg (European Open), our investment was significant. As you’ve witnessed on the golf course, we’ve incorporated unique features; we have shuttle cars and hole-in-one cars, providing real-time activations for our customers. To truly elevate a tournament, merely lending our name as a sponsor isn’t sufficient. Active participation is essential to foster growth and enhance the overall experience. And the experience is not just for the spectators and the customers but also for the players,” said Markus Rothermel.
He emphasised that in the long term, just like the European Open, they would want players to be drawn to the Singapore Classic not just by the prize money, but the entirety of the experience and the exceptional treatment they receive. For now, Porsche Singapore Classic offers a prize purse of US$2.5 mil.
Porsche Studio Singapore in Guoco Midtown
In terms of gaining more recognition, the newly opened Porsche Studio Singapore is the first step towards drawing customers closer to Porsche. The studio bridges the gap between the brand and customers, fostering closer connections not only locally in Singapore but also within the broader regional community
The Porsche Studio Singapore, located near the Bugis heritage, within the Guoco Midtown mixed development in downtown Singapore, spans two floors, boasting a plethora of innovative elements. This advanced studio concept seamlessly integrates unique features to provide customers and fans with immersive brand experiences like never before. It serves as the new hub for the Porsche community domestically and internationally.
Café Carrera by Baker & Cook
The Studio exudes warmth and hospitality to all visitors, irrespective of their Porsche purchase status. Upon entry, guests are greeted by scrumptious fare and wafts from Café Carrera by Baker & Cook, with creative displays showcasing several Porsche models for admiration. The studio also features a unique car lift, a novel concept in the Porsche world, facilitating seamless car movement.
On the second floor, there are unique full-length LED walls and two in-house state-of-the-art simulators for those interested in indulging in some heart-pounding e-sports races. Additionally, a library celebrates Porsche’s rich heritage, while cosy sitting areas offer a creative workspace amidst iconic sports cars.
The Studio is a lifestyle destination tailored for Porsche customers and fans, offering a more personal, immersive, and indulgent experience compared to the intimidating atmosphere of traditional showrooms. It is certainly worth a visit.
