Two legends join forces in a unique exhibition at the Mercedes Benz Center
15 Apr 2008|2,533 views
Mercedes-Benz crowns its golf activities with its commitment to the world's most famous tournament, the Masters in Augusta, Georgia. Underlining the significance of Mercedes-Benz as the international partner of the Augusta Masters, an exhibition, themed "The Alliance of Living Legends" has been created to celebrate this global partnership.
"The Alliance of Living Legends" exhibition has been specially brought in by Daimler South East Asia for the Mercedes-Benz Brand Center in Singapore. The exhibition features the legendary Mercedes-Benz 300 SL and draws attention to the Augusta Masters Tournament. Eighteen symbolic holes in the exhibition walls tell interesting facets of the famous golf course in Augusta (see description accompanying each symbolic hole attached).
Commenting on the fascination of the "The Alliance of Living Legends" exhibition, Dr Rainer Thiel, President and CEO of Daimler South East Asia says, "We see this partnership not only as an outstanding platform for our brand but also as a great honor. Both the Masters and Augusta National Golf Club are legendary - which is why Mercedes-Benz focuses on an equally fascinating legend in our communication: the Mercedes-Benz SL.
What the Augusta Masters and the Mercedes-Benz SL have in common is not only fascinating legends but also the principle of always seeing a long-standing tradition as a stimulus for new top-class achievements. The Green Jacket, which is presented to Masters Winner, and the letters SL have been unparalleled in their symbolic power throughout the world. For the winner of the Masters, the Green Jacket is combined with a life-long privilege to play in subsequent tournaments.
The SL, often referred to as the "Silver Arrow for the sporty driver", gives an exclusive circle of drivers anywhere in the world access to a special kind of automotive fascination. More than 700,000 SL models have been sold on a global scale since 1954." Mercedes-Benz' association with the Augusta Masters utilises the Tournament's positive brand recognition of performance, passion and precision. These consistent brand values have propelled Mercedes-Benz to the top of the premium luxury automobile segment globally.
In Asia, the importance of golf is underscored with the recent announcement by Mercedes-Benz that it has become a major stakeholder in professional golf as Tour Title Sponsor of the ASEAN Golf Tour. This initiative is a landmark development for golf in South East Asia. The 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.
As part of a three-year deal, Mercedes-Benz 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.
Mercedes-Benz enjoys a close bond with the game of golf at the global, regional and local levels. Mercedes-Benz's commitment to golf began in 1990 when the company was title sponsor and partner of Erwin and Bernhard Langer in the Mercedes German Masters, the first professional golf tournament in Germany. Since 2007, the brand has been title sponsor of the Mercedes-Benz Championship in Pulheim near Cologne, the German venue on the European Tour. In the USA, Mercedes-Benz has been title sponsor of what used to be the Tournament of Champions from 1994 before it was renamed Mercedes-Benz Championship in 2000 and has since been staged at the beginning of each season in Kapalua/Hawaii.
The activities of Mercedes-Benz in amateur golf go back to 1988. The MercedesTrophy is a dedicated series of tournaments for amateurs - more than 50,000 players every year have been participating in 50 countries in the 20 years since the tournament's inception. The aim of the participants is to reach the world final in which the best individual player and the best team are crowned in Stuttgart.
Mercedes-Benz sees itself as a partner of sports. Alongside Formula One and the German Touring Car Masters, great significance is attached to the partnership with the German Football Association, which has been in existence for as many as 35 years. The premium brand's long-standing commitment to equestrianism, support as the official Olympic partner in Germany, partnership with the ATP in tennis and sporting and social activities in the Laureus Sport for Good Foundation also underline the brand's approach.
"The Alliance of Living Legends" exhibition has been specially brought in by Daimler South East Asia for the Mercedes-Benz Brand Center in Singapore. The exhibition features the legendary Mercedes-Benz 300 SL and draws attention to the Augusta Masters Tournament. Eighteen symbolic holes in the exhibition walls tell interesting facets of the famous golf course in Augusta (see description accompanying each symbolic hole attached).
Commenting on the fascination of the "The Alliance of Living Legends" exhibition, Dr Rainer Thiel, President and CEO of Daimler South East Asia says, "We see this partnership not only as an outstanding platform for our brand but also as a great honor. Both the Masters and Augusta National Golf Club are legendary - which is why Mercedes-Benz focuses on an equally fascinating legend in our communication: the Mercedes-Benz SL.
What the Augusta Masters and the Mercedes-Benz SL have in common is not only fascinating legends but also the principle of always seeing a long-standing tradition as a stimulus for new top-class achievements. The Green Jacket, which is presented to Masters Winner, and the letters SL have been unparalleled in their symbolic power throughout the world. For the winner of the Masters, the Green Jacket is combined with a life-long privilege to play in subsequent tournaments.
The SL, often referred to as the "Silver Arrow for the sporty driver", gives an exclusive circle of drivers anywhere in the world access to a special kind of automotive fascination. More than 700,000 SL models have been sold on a global scale since 1954." Mercedes-Benz' association with the Augusta Masters utilises the Tournament's positive brand recognition of performance, passion and precision. These consistent brand values have propelled Mercedes-Benz to the top of the premium luxury automobile segment globally.
In Asia, the importance of golf is underscored with the recent announcement by Mercedes-Benz that it has become a major stakeholder in professional golf as Tour Title Sponsor of the ASEAN Golf Tour. This initiative is a landmark development for golf in South East Asia. The 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.
As part of a three-year deal, Mercedes-Benz 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.
Mercedes-Benz enjoys a close bond with the game of golf at the global, regional and local levels. Mercedes-Benz's commitment to golf began in 1990 when the company was title sponsor and partner of Erwin and Bernhard Langer in the Mercedes German Masters, the first professional golf tournament in Germany. Since 2007, the brand has been title sponsor of the Mercedes-Benz Championship in Pulheim near Cologne, the German venue on the European Tour. In the USA, Mercedes-Benz has been title sponsor of what used to be the Tournament of Champions from 1994 before it was renamed Mercedes-Benz Championship in 2000 and has since been staged at the beginning of each season in Kapalua/Hawaii.
The activities of Mercedes-Benz in amateur golf go back to 1988. The MercedesTrophy is a dedicated series of tournaments for amateurs - more than 50,000 players every year have been participating in 50 countries in the 20 years since the tournament's inception. The aim of the participants is to reach the world final in which the best individual player and the best team are crowned in Stuttgart.
Mercedes-Benz sees itself as a partner of sports. Alongside Formula One and the German Touring Car Masters, great significance is attached to the partnership with the German Football Association, which has been in existence for as many as 35 years. The premium brand's long-standing commitment to equestrianism, support as the official Olympic partner in Germany, partnership with the ATP in tennis and sporting and social activities in the Laureus Sport for Good Foundation also underline the brand's approach.
Mercedes-Benz crowns its golf activities with its commitment to the world's most famous tournament, the Masters in Augusta, Georgia. Underlining the significance of Mercedes-Benz as the international partner of the Augusta Masters, an exhibition, themed "The Alliance of Living Legends" has been created to celebrate this global partnership.
"The Alliance of Living Legends" exhibition has been specially brought in by Daimler South East Asia for the Mercedes-Benz Brand Center in Singapore. The exhibition features the legendary Mercedes-Benz 300 SL and draws attention to the Augusta Masters Tournament. Eighteen symbolic holes in the exhibition walls tell interesting facets of the famous golf course in Augusta (see description accompanying each symbolic hole attached).
Commenting on the fascination of the "The Alliance of Living Legends" exhibition, Dr Rainer Thiel, President and CEO of Daimler South East Asia says, "We see this partnership not only as an outstanding platform for our brand but also as a great honor. Both the Masters and Augusta National Golf Club are legendary - which is why Mercedes-Benz focuses on an equally fascinating legend in our communication: the Mercedes-Benz SL.
What the Augusta Masters and the Mercedes-Benz SL have in common is not only fascinating legends but also the principle of always seeing a long-standing tradition as a stimulus for new top-class achievements. The Green Jacket, which is presented to Masters Winner, and the letters SL have been unparalleled in their symbolic power throughout the world. For the winner of the Masters, the Green Jacket is combined with a life-long privilege to play in subsequent tournaments.
The SL, often referred to as the "Silver Arrow for the sporty driver", gives an exclusive circle of drivers anywhere in the world access to a special kind of automotive fascination. More than 700,000 SL models have been sold on a global scale since 1954." Mercedes-Benz' association with the Augusta Masters utilises the Tournament's positive brand recognition of performance, passion and precision. These consistent brand values have propelled Mercedes-Benz to the top of the premium luxury automobile segment globally.
In Asia, the importance of golf is underscored with the recent announcement by Mercedes-Benz that it has become a major stakeholder in professional golf as Tour Title Sponsor of the ASEAN Golf Tour. This initiative is a landmark development for golf in South East Asia. The 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.
As part of a three-year deal, Mercedes-Benz 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.
Mercedes-Benz enjoys a close bond with the game of golf at the global, regional and local levels. Mercedes-Benz's commitment to golf began in 1990 when the company was title sponsor and partner of Erwin and Bernhard Langer in the Mercedes German Masters, the first professional golf tournament in Germany. Since 2007, the brand has been title sponsor of the Mercedes-Benz Championship in Pulheim near Cologne, the German venue on the European Tour. In the USA, Mercedes-Benz has been title sponsor of what used to be the Tournament of Champions from 1994 before it was renamed Mercedes-Benz Championship in 2000 and has since been staged at the beginning of each season in Kapalua/Hawaii.
The activities of Mercedes-Benz in amateur golf go back to 1988. The MercedesTrophy is a dedicated series of tournaments for amateurs - more than 50,000 players every year have been participating in 50 countries in the 20 years since the tournament's inception. The aim of the participants is to reach the world final in which the best individual player and the best team are crowned in Stuttgart.
Mercedes-Benz sees itself as a partner of sports. Alongside Formula One and the German Touring Car Masters, great significance is attached to the partnership with the German Football Association, which has been in existence for as many as 35 years. The premium brand's long-standing commitment to equestrianism, support as the official Olympic partner in Germany, partnership with the ATP in tennis and sporting and social activities in the Laureus Sport for Good Foundation also underline the brand's approach.
"The Alliance of Living Legends" exhibition has been specially brought in by Daimler South East Asia for the Mercedes-Benz Brand Center in Singapore. The exhibition features the legendary Mercedes-Benz 300 SL and draws attention to the Augusta Masters Tournament. Eighteen symbolic holes in the exhibition walls tell interesting facets of the famous golf course in Augusta (see description accompanying each symbolic hole attached).
Commenting on the fascination of the "The Alliance of Living Legends" exhibition, Dr Rainer Thiel, President and CEO of Daimler South East Asia says, "We see this partnership not only as an outstanding platform for our brand but also as a great honor. Both the Masters and Augusta National Golf Club are legendary - which is why Mercedes-Benz focuses on an equally fascinating legend in our communication: the Mercedes-Benz SL.
What the Augusta Masters and the Mercedes-Benz SL have in common is not only fascinating legends but also the principle of always seeing a long-standing tradition as a stimulus for new top-class achievements. The Green Jacket, which is presented to Masters Winner, and the letters SL have been unparalleled in their symbolic power throughout the world. For the winner of the Masters, the Green Jacket is combined with a life-long privilege to play in subsequent tournaments.
The SL, often referred to as the "Silver Arrow for the sporty driver", gives an exclusive circle of drivers anywhere in the world access to a special kind of automotive fascination. More than 700,000 SL models have been sold on a global scale since 1954." Mercedes-Benz' association with the Augusta Masters utilises the Tournament's positive brand recognition of performance, passion and precision. These consistent brand values have propelled Mercedes-Benz to the top of the premium luxury automobile segment globally.
In Asia, the importance of golf is underscored with the recent announcement by Mercedes-Benz that it has become a major stakeholder in professional golf as Tour Title Sponsor of the ASEAN Golf Tour. This initiative is a landmark development for golf in South East Asia. The 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.
As part of a three-year deal, Mercedes-Benz 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.
Mercedes-Benz enjoys a close bond with the game of golf at the global, regional and local levels. Mercedes-Benz's commitment to golf began in 1990 when the company was title sponsor and partner of Erwin and Bernhard Langer in the Mercedes German Masters, the first professional golf tournament in Germany. Since 2007, the brand has been title sponsor of the Mercedes-Benz Championship in Pulheim near Cologne, the German venue on the European Tour. In the USA, Mercedes-Benz has been title sponsor of what used to be the Tournament of Champions from 1994 before it was renamed Mercedes-Benz Championship in 2000 and has since been staged at the beginning of each season in Kapalua/Hawaii.
The activities of Mercedes-Benz in amateur golf go back to 1988. The MercedesTrophy is a dedicated series of tournaments for amateurs - more than 50,000 players every year have been participating in 50 countries in the 20 years since the tournament's inception. The aim of the participants is to reach the world final in which the best individual player and the best team are crowned in Stuttgart.
Mercedes-Benz sees itself as a partner of sports. Alongside Formula One and the German Touring Car Masters, great significance is attached to the partnership with the German Football Association, which has been in existence for as many as 35 years. The premium brand's long-standing commitment to equestrianism, support as the official Olympic partner in Germany, partnership with the ATP in tennis and sporting and social activities in the Laureus Sport for Good Foundation also underline the brand's approach.
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