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­Mercedes- Benz celebrated its 125th anniversary in the year 2011 at the world’s oldest golf tournament, the Open Championship at Royal St George’s, Sandwich. Having signed a five-year partnership to be an official patron of the Open Championship, ­Mercedes-Benz will pair its experience as the world’s oldest car manufacturer alongside its reputation for innovation, by showcasing the world’s first-ever car, the Benz ­Patent-​­Motorwagen, alongside its newest addition, the SLS AMG, at the tournament in 2011. Lueder Fromm, Director of Global Marketing Communications for ­Mercedes-Benz Cars, commented: ‘For our brand, this association is not only an excellent platform but also a great honour. With our commitment to this event, we very much look forward to being able to promote the close ties between the sport of golf and ­Mercedes-Benz.’ The agreement in place with the Open adds to the company’s current sponsorship portfolio in world golf, which sees it as official partner at the Masters, the PGA Championship and the Ryder Cup 2012. Throughout the duration of the tournament, which runs in July, all the golfers competing in the prestigious event will be chauffeured to and from the course by a fleet of the latest ­Mercedes-Benz cars. Former Masters’ champion and Mercedes Ambassador Bernhard Langer commented on the deal saying, ‘It is an exciting time for ­Mercedes-Benz to be associated with the world’s oldest golf tournament, The Open Championship. Golf is growing in popularity and with the support of brands like ­Mercedes-Benz, this can only improve year on year.’

1. Why did ­Mercedes-Benz sign again a five-year contract to sponsor the Open Championship? What are the advantages for ­Mercedes-Benz?

2. Which other national/international event sponsorships are operated by ­Mercedes-Benz?

3. In your opinion, which goals/objectives could ­Mercedes- Benz try to pursue with this event sponsorship?

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