Volvo in Golf ignites massive media interest

The Volvo brand recently received valuable media exposure as a direct result of the Volvo Group’s close relationship with golf.

Coverage in publications, news agencies and TV channels such as the UK’s Daily Telegraph, the Washington Post, Le Figaro, Reuters, Sky Sports and CNN put Volvo into the hearts and minds of sports fans everywhere. The reason was that 12-year-old Ye Wo-cheng rewrote golfing history when he qualified to compete in the Volvo China Open in May, becoming the youngest-ever competitor in a European Tour event. Within hours, the news was spreading around the globe.

Volvo’s three professional golf tournaments already receive TV exposure and coverage in every type of media all over the world. The effect of this is that the Volvo brand, linked with the positive and high-status values associated with golf, travels the globe, reaching an audience of customers and prospects. In 2012 this offered Volvo a total net TV media value of nearly USD 50 million, an increase of 10% over the previous year. The three events resulted more than 5,300 hours of broadcasting, going out to a potential audience of 500 million households in an average of 160 countries.

This year, the Volvo Golf Champions was staged in South Africa in January, Volvo China Open will take place from May 2nd to May 5th at Tianjin Binhai Lake Golf Club and Volvo World Match Play Championship will take place from May 16th to May 19th at Thracian Cliffs in Bulgaria.

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