Ryder Cup: Fan Zone

Client: DP World, Golf Ireland, BMW & American Airlines

Event: Ryder Cup 2025  

Activation: Fan Zone   

Location: Bethpage Black, New York, USA    

The Brief:

The 2025 Ryder Cup returned to USA soil in New York, where we were commissioned by multiple partners & sponsors of the event to deliver interactive and exclusive fan experiences at one of the biggest sporting events in the world. As the pinnacle event in golf, it was crucial that we took each individual brief and fully understood the core brand values and messaging, communicated by the activations and engagement of fans.

The Process:

Working with 4 different brands at the event meant that organisation was key to making sure all partner stands and activations were delivered to a high standard and on time! Both client services & production teams worked tirelessly in the months leading up to the event, where both departments worked closely with each other to ensure all elements across all activations were met. With all the stand builds, the focus was primarily on the interior fit out of the stands which included branding, bespoke build activations and various touchpoints for fans to get involved with.

The Result:

Ryder Cup Fan Zone: Working with numerous partners within the Fan Zone, we delivered a wide range of immersive & engaging activations & touchpoints that embodied key brand messaging across the event.    

American Airlines: To promote American Airlines Advantage scheme, we put on a putting challenge and created a digital journey where each putt contributed miles to the journey between 2025 host New York and Ireland, the 2027 host of the tournament.

DP World: A space where fans could explore all things DP World! We connected challenges to clean in hand experiences for fans, with the opportunity for them to score points and win prizes. Within the space we delivered a longest drive challenge, which showcased a shot from Rome to New York, as well as a chipping & putting challenge, all with connections to the brand.  

BMW: As a long-time partner of the Ryder Cup, BMW wanted to create a space where fans could have fun and check out the latest BMW models! We created a closest to the pin range experience where fans had the opportunity to win custom prizes, with the top prize being a stay and play at Sea Island Golf Club! 

Golf Ireland: We created a space for Tourism Ireland and the 2027 Ryder Cup team to engage with fans and guests interested in experiencing attending. We built a custom simulator experience where fans could take on an approach shot at 18th hole of Adare Manor. In addition, we had a bunker challenge and photo opportunity, where the Ryder Cup featured daily before being handed to the winners on Sunday!

The 2025 Ryder Cup was undoubtedly an event highlight of the year for the PVE Team! We welcomed over 20,000 fans across all our stands & activations, working with both long term and new clients across the tournament. As one of the biggest sporting events in the world, we are incredibly proud to showcase our services on a major international stage, with everyone’s contribution hugely valuable to its success. The atmosphere fans experienced outside of watching the live golf was electric, with our activations playing a major role in creating a thrilling and memorable 2025 Ryder Cup experience for fans!