Teeing Up Value: New Sponsorship Opportunities at the Ryder Cup

By: Evan Upatham

September 23, 2025

Photo Credit: Golf Business Journal

The Ryder Cup, golf’s ultimate showcase of national pride, returns September 26-28 at Bethpage Black Golf Course in New York. The storied track, playing at a lengthy 7,400 yards, will test the firepower of Team USA and Team Europe. U.S. Captain Keegan Bradley made headlines by leaving himself off the roster despite ranking among America’s top players this season. He’ll lead a stacked lineup featuring Scottie Scheffler, Bryson DeChambeau, Justin Thomas, and Xander Schauffele. Europe leads with Captain Luke Donald and stars Jon Rahm, Tommy Fleetwood, Ludvig Åberg, and Rory McIlroy. Although the U.S. leads the all-time series 27-15, Europe has dominated more recently, winning 10 of the last 14 Cups.

While there will be a lot of excitement on the course, there will also be plenty of excitement off the course. For the first time, fans will be able to experience the tournament live from Rockefeller Center’s Plaza and Rink for free, with daily viewing parties and interactive golf challenges. NBC talent, along with live coverage of the Opening Ceremony and matches, will bring the energy of Bethpage into Manhattan. Sponsors are taking advantage of this new platform to roll out new activations. Here are some noteworthy ones:

• Toptracer will debut its “First Tee Experience,” letting fans hit the opening shot at Bethpage in a simulator.

• BMW will host the BMW Viewing Lounge, showcasing its newest line of vehicles.

• Michelob ULTRA, the cup’s official beer, will have signage and drinks at Greenside at The Rink, which is a fan putting challenge.

• SWAG Golf, a rising lifestyle brand, will host an art-driven exhibit and have exclusive Team U.S. gear giveaways.

These activations highlight how the Ryder Cup is evolving into a high-end sponsorship property. Their partners embody the prestige long tied to golf, with Ralph Lauren outfitting Team USA, Rolex serving as a global partner, and brands like BMW showcasing the sport’s premium image. This exclusivity extends to its ticket pricing as well. A standard single-day pass at the Ryder Cup will cost $750, which is $500 more than the last one. As major events continue to embrace renowned partnerships and elevated fan experiences, the Ryder Cup fits a growing industry trend: sports are becoming increasingly luxurious.