CHICAGO: The PGA of America hired Edelman as AOR to support the 2012 Ryder Cup, effective May 1.
PGA of America, along with Ryder Cup host Medinah Country Club in Chicago, chose Edelman following a competitive two-stage pitch process, which began in January and involved four agencies. Edelman was selected from three finalists last month.
“Edelman really stood out in the pitch process” said Michael Belot, director of 2012 Ryder Cup. “The Ryder Cup is one of biggest sporting events in the world and the most important golfing event on the calendar so Edelman, as one of the largest international PR firms with a sporting background, was a perfect fit.” Belot declined to name the other agencies involved in the pitch.
The Ryder Cup is a biennial golf tournament between teams from the US and Europe. The competition is jointly administered by the PGA of America and the PGA European Tour and takes place at venues alternating between courses in the US and Europe. In the past, the PGA of America has hired various PR firms to support its events, but this is the first time Edelman will work on the Ryder Cup
The account will be led by MATTER, Edelman Sports & Entertainment and will be led by SVP Gregory Hendricks, who will direct a team of seven based in Chicago. The account team will also have support from the agency's tourism, corporate, and public affairs practices, and satellite offices in North America and Europe.
PR activity will start later this month and will start by focusing on the areas surrounding Medinah Country Club in Chicago.
“We will initially be working with leaders, businesses, and hospitality outlets in the Midwest to ensure that we are positioned well nationally," Hendricks said. "We are also working closely with Illinois' Department of Tourism to establish a presence at this year's Ryder Cup which will be held in Wales in October."