As a supporter of golf, we work alongside our partners to help the sport grow and fulfil its potential. For over a decade, we have done what we do best - turn opportunity into prosperity - helping golf reach new fans, embrace new innovations and develop the stars of the future.
Our involvement with golf is built around a portfolio of flagship partnerships. Our golfing year kicks off with a bang at the Abu Dhabi HSBC Championship, before heading east to Singapore for our flagship women’s golf tournament, the HSBC Women’s World Championship at the unparalleled Sentosa Golf Club. We are also a proud patron of the world’s oldest major tournament, The Open. The year reaches a crescendo at our men’s flagship, the World Golf Championships-HSBC Champions tournament in Shanghai, a star-studded event which continues to justify its reputation as “Asia’s Major”. Our partnership with the World Golf Championships also takes in events in Mexico and the USA.
We have brought a spirit of innovation and invention to the sport, using our flagship tournaments to push the game forward in new and exciting ways, with some spectacular results. From laser shows in Singapore, DJs in Abu Dhabi and Virtual Reality at Royal Birkdale, HSBC in golf is defined by innovations designed to attract new fans and move golf into a new era.
Just as important as adapting how the game is played, is changing where it’s played. We are proud to have opened up new territories and tournaments – in the last fourteen years we have been involved in almost 50 tournaments and brought world class golf events to China, Singapore and Abu Dhabi. For golf to reach its potential, it is important that new markets are exposed to golf and given the opportunity to flourish. That’s why we continue to invest particularly in Asian golf, an emerging force in the game. Our work in China has had some fantastic results. For over a decade our flagship sponsorships and grass roots programmes have helped grow the game in China, with the WGC-HSBC Champions serving as the perfect stage for Chinese golfers to prove themselves against the very best. With the likes of Haotong Li, a graduate of the CGA-HSBC China Junior Golf Program, now contending at major global tournaments, the investment in Chinese golf is certainly paying off.
As well as the CGA-HSBC China Junior Golf Programme, we support a range of grassroots programmes all over the world. In Singapore, our initiatives such as the HSBC Youth Golfers Programme and the HSBC Youth Golfers Excellence Programme have helped drive the number of young golfers in the past five years. In Hong Kong, the HSBC Hong Kong Junior Golf Programme offers a structured pathway for children to try the sport for the first time. In the UK, HSBC is sponsor of HSBC Golf Roots - The Golf Foundation's national development programme which promotes the sport in schools, helps youngsters into clubs and uses golf to promote important life skills. These grassroots projects are at the heart of everything we do in golf, allowing us to directly fulfil our promise of securing the long-term growth of golf.
Our golf programme also allows us to offer once in a lifetime experiences for our customers all over the world. The best-in-class golf days and hospitality experiences in truly breath-taking locations give us the opportunity to engage customers around a sport they are truly passionate about.
It is a wonderful time to be involved with golf. With a constantly changing leaderboard, new innovations and new countries emerging, there is an energy and unpredictability about the sport that makes it essential viewing. HSBC will continue to work alongside our partners to maintain this momentum in the sport, and help golf continue to grow and maximise its potential.
For more details on HSBC's golf activities, please visit www.hsbcgolf.com
