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Alzheimer's Society: BMW PGA Fan Village

Updated: Oct 18



Client: Alzheimer’s Society


Event: BMW PGA Championship


Activation: Long Putt | Chipping Challenge


Location: Wentworth Golf Club, Surrey


The Brief:

As the official charity of the BMW PGA Championship since 2019, Alzheimer’s Society wanted to use the tournament’s prestigious reputation as a platform to build on their work within the sports industry. With the much-awaited return of thousands of fans at Wentworth Golf Club, Alzheimer’s Society wanted to give sports fans the opportunity to get involved in helping to fund research and in raising awareness of dementia.


The Process:

The fan village at the BMW PGA Championship offers a variety of entertainment every year, where Provision have delivered numerous activations at the event over the years, including our classic long putt as the dedicated charity activation in the village. We wanted to deliver activations in a pressure free environment, that was exciting and appealing to fans of all ages but most importantly; contributing to the thrilling atmosphere that the BMW fan village creates for the fans.

The Result:


Fan Village: Two activations that provided fans with entertainment as an enjoyable opportunity to help raise funds for Alzheimer’s Society.

With both activations, each person would donate the suggested amount of £5 to take part.


Totally Mega Long Putt: Each person would have 3 attempts to hole the 30m long putt and could keep the Callaway ball they used. Fans who holed their putt were entered into a daily prize draw to win tickets to the 2022 BMW PGA Championship.


Chipping Challenge: Each person would have 3 attempts to get the ball as close to the pin as possible. Fans who holed their chip shots would automatically win a pair of tickets to the 2022 event, which also applied to the individual who was closest to the pin over each day.


‘The event manager from Provision I worked alongside was fantastic throughout the week! He was proactive, worked well with our volunteers and was there whenever I needed him!’

Emma Breeze, Conference and Events Officer, Alzheimer’s Society


The activations on offer raised a considerable amount of £22,267 for Alzheimer’s Society: a fantastic achievement! It was wonderful to see the popularity of our activations in the fan village throughout the event, giving rationale to fans engagement in aiding the great work of Alzheimer’s Society. Using activations from this perspective, is a great way for charities to interact with new audiences and educate fans on the brilliant work they do!



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