THE PLAYERS, the unmissable golf tournament

This is the richest tournament in America and the only one organized by the PGA Tour, the top organisation for touring pros in the United States. Besides, this rendezvous takes place every year at the TPC Sawgrass, Ponte Vedra Beach (Florida) near the headquarters of the PGA Tour which controls this genius of Pete Dye. Its 7194 yards (par 72) were reviewed and improved from top to bottom before the 2007 edition carried away by Phil Mickelson, the world No. 2.

The best players in the world will thus meet up here from 5 May, first of all to warm up and train their swing. Then, from 8 May, it will be the start towards a prize money worth nine million US dollars. First, two rounds and a cut which will leave only the 70 best in the running, then two last rounds where the tee offs will be given in the reverse order to the leaderboard. At this stage of the game, the crowds will be hoping for a final head-to-head between Mickelson and Tiger Woods, the man who never stops winning and beating records. But the Stadium Course is a treacherous beauty even for the best. Its three last holes, including the famous 17th, in the form of a little island, have often shattered the illusions of leaders who thought they were already in the winning seat. So it’s easy to understand all that these few days spent in Florida really mean, knowing that only a few weeks earlier, the season's first major title will have been won at the Masters.

Associated for several editions with this famous championship, UBS is also one of the leading actors. In 2007, the bank even rebuilt in New York, at the Rockfeller Centre, the famous 17th hole at a third of its real size. The way the crowds flocked around this attraction was quite amazing, even more so since the passers-by who tried their luck went away with handsome UBS souvenirs. This year, the same installation will be set up directly at the TPC Sawgrass and spectators will try their luck to their hearts’ content, while the numerous UBS guests will follow the tournament from comfortable hospitality suites, before or after having played a round of golf with a few of THE PLAYERS contestants.

On the spot as elsewhere, the bank takes full advantage of its privileged partnership to consolidate relations with its clientele thanks to cleverly managed visibility of its brand, added to the fact that television coverage of the tournament reaches the four corners of the world. In this respect, UBS also arranges for a series of commercials which completely echo and back up the desired impact.