UBS Hong Kong Open

The attention of the sporting world will again turn to the East in November, when the very best players of the Asian and European Tours gather for one of the region’s most celebrated tournaments, the UBS Hong Kong Open.

While a long way from UBS’s global headquarters in Zurich and Basel, Hong Kong – one of the bank’s regional hubs – could not be a more appropriate location for one of the showcase properties of its support of Asia Pacific golf.

Off the course, the UBS Hong Kong Open provides an array of opportunities for the bank to develop its brand and business around the region. From international print coverage and television exposure through to branding entitlements and marketing and promotional benefits, the possibilities are endless.

However, for UBS, the chance to create a programme of unique client entertaining experiences is a crucial component of any sponsorship. The UBS Pavilion, considered one of the finest hospitality structures in Asian golf is always a centrepiece. Combining fine dining and the ultimate in comfort with a premium viewing position over the 18th green, it is complemented by a second facility, the UBS Chalet, at the 17th hole.

Client advisors host guests at the traditional Pro-Am, which offers the chance of a competitive round with a professional star, along with the event’s official event gala dinner and exclusive coaching clinics, as well as private dining experiences with leading tournament players.

When those players tackle the Hong Kong Golf Club, international television images and UBS branding is beamed globally. An advertising programme that will take UBS’s ‘Meticulous Preparation’ theme across Asia supplements these broadcasts.

However, the UBS Hong Kong Open is more than just one of the most tradition-rich tournaments in Asian golf – it is also the flagship property of an unrivalled commitment to the game across the region.

Since joining the Hong Kong tournament for the first time in 2005, a programme of matching UBS’s long-term business goals to the values of golf has seen the Asian Tour’s UBS Order of Merit, the UBS Japan Golf Tour Championship, the BMW Asian Open and the Faldo Series Asia all join the event in an impressive stable of golfing properties.

However, between now and November, the UBS Hong Kong Open takes centre stage amongst that enviable list … and that is for a very simple reason. With its tradition, its prestige and a programme of unique experiences, it is an ideal match for the UBS brand.