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Proud Partners: The Players Welcome Experience

Updated: Oct 18, 2022

Client: Morgan Stanley, Optum & Grant Thornton

Event: The Players Championship 2022

Activation: Fan Zone

Location: TPC Sawgrass, Florida

The Brief:

Provision have activated at The Players Championship since 2015. This year the tournament endorsed the debut of our new Proud Partners Welcome Experience, with the aim to amplify fans experience of the tournament to the next level.

The Process:

Considered as the 5th major in golf, The Players never disappoints golf fans in providing unforgettable experiences. It was therefore essential we replicated this feat within our welcome experience, by providing interactive entertainment for fans of all ages and abilities. Each activation also needed to embrace the core values of each individual partner of The Players, to showcase their brand and service offerings. We wanted to create an immersive experience that fans enjoyed, to inspire them to engage with all proud partners to help raise their brand awareness.

The Result:

The Players Welcome Experience: Each of the three proud partners had their own activation, forming one monumental fan zone!

Bunker Challenge (Morgan Stanley): Fans had the opportunity to get their bunker escape shot filmed in slow mo, which could be sent to them via email. We had a fun photo opportunity where fans could get their picture taken with The Players trophy, accompanied with some fun caddie props too! We also included a relaxation area that included a sofa where fans could charge their phones and be kept updated on the tournament proceedings with a live TV feed.

Long Putt (Optum): Fans were challenged to take on three different putts: our classic 30-foot-long putt, non-dominant hand 20-foot-long putt, and a 15-foot putt blindfolded. As an ambassador for Optum, we displayed Rory Mcilroy’s bag and shoes he wore in 2019 when he won The Players.

Skeeball (Grant Thornton): Skeeball with a golf twist! Fans had 60 seconds to score as many points as they could, with the option to compete against friends and family too. We also had an interactive photo opportunity; fans could scan QR and take a selfie where their picture would be part of a photo mosaic, which was focused on where fans wanted to see the future of golf.

Eagles for Impact (Morgan Stanley): Four members of the local charity First Tee North Florida designed a three-hole putting course, which we then brought to life. Fans could visit the starters hut to receive a scorecard and pencil before putting their putting skills to the test. Morgan Stanley’s Eagles for Impact initiative donated $5,000 to First Tee North Florida for every eagle scored at The Players.

Every event is different, and every event is faced with different challenges, some harder than others. Despite the unsavoury weather conditions and the endless hours of delays, we still managed to deliver a hugely successful event that welcomed over 16,000 fans across the tournament. As one of our biggest events within our 17-year history, we are immensely proud of our team for delivering an event to this scale whilst surpassing some tricky challenges! Our dominance in golf never stops growing, and we are set for some exciting golf activation ventures for the future.

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