BMW PGA Championship 2026
Client: Golf Foundation, AXI, European Tour Destinations, Golf in Ireland Event: BMW PGA Championship 2026 Location: Wentworth Club, Virginia Water, Surrey, UK Activation: AXI Brand Experience, Long Putt Challenge, Kids Zone & Branded Partner Experiences
The Brief
Provision Events returned to Wentworth for another year of the BMW PGA Championship, continuing our long-standing relationship with the DP World Tour and our involvement in one of the biggest events on the golfing calendar, and the Tours home Flagship event.
For 2026, our scope extended across several areas of the event, delivering branded environments and interactive golf experiences for multiple sponsors and partners.
This included a brand experience for AXI, a 30m Long Putt Challenge, a Golf Foundation Kids Zone, and branded spaces for European Tour Destinations and Golf in Ireland.
The Process
With multiple partners and activations to deliver across the BMW PGA Championship site, our team worked across a range of structures, branding and interactive experiences, ensuring each space was tailored to its individual purpose and brand requirements.
For AXI, we delivered an XPO10 AirClad structure housing a LED screen golf simulator, complete with branded graphics, a foliage wall and photo opportunity, digital leaderboards and the required technology to bring the experience to life for fans.
We also delivered three branded partner environments. European Tour Destinations featured a branded tent with printed walling and furniture- creating a premium meeting room experience for the client, while the Golf in Ireland space incorporated a branded tent, desks, walling and a mini golf course. The BMW PGA Championship marked the second-to-last stop of Golf in Ireland's 2026 European roadshow, delivered by Provision Events to take the brand across Europe and raise awareness of golf in Ireland.
For the Golf Foundation, we supported the Kids Zone with internal branded walling and messaging, a Spot the Ball activation, structural support for targets and a netted enclosure for the Awesome Golf simulator activation.
A key part of our delivery was the 30m Long Putt Challenge, one of the fan-favourite golf experiences at Wentworth. The activation featured walling and printed graphics, capping, a bespoke 18th-hole replica turf, trees, tee markers, printed flags, putters and balls, alongside themed 3D obstacles around the green- re-creating the 18th hole at the West Course.
Across the project, our team provided the required build and breakdown support, bringing together the different elements across the event site.
The Results
Our 2026 return to Wentworth saw Provision Events deliver a broad mix of branded environments and interactive fan experiences across the BMW PGA Championship.
The AXI brand experience also delivered strong results against its data capture objective, generating almost twice the number of email subscribers and significantly exceeding expectations, with nearly 2,000 fans registering for the experience.
For Golf in Ireland, the BMW PGA Championship also represented another key milestone in its 2026 European roadshow, with Provision Events delivering the brand experience as the campaign travelled across the continent to build awareness and engagement.
The project also builds on our long-standing involvement at the BMW PGA Championship, where our team has delivered a range of fan experiences and partner activations over multiple years.
Comments