Jon Stromberg CEO THG North America: Y.E. Yang’s PGA Victory Spurs Interest in Global Golf Hospitality
On the heels of South Korean Y.E. Yang’s historic and stunning win over Tiger Woods at this month’s PGA Championship; THG is seeing an increased interest from global clients to secure hospitality during golf’s majors on behalf of their Asian clients, says THG CEO Jon Stromberg.
“Since Y.E. Yang’s victory two weeks ago, we’ve noted a rise in client requests to upgrade existing hospitality contracts to accommodate inquiries from Asian accounts interested in the U.S. Open, the Masters and the PGA Championships,” Stromberg says. “These are Asian golf fans who want to see Yang compete at the highest levels of the game. His win is great for golf and could not have come at a better time.”
As the first Asian to win a major, Yang’s victory has spurred global interest in golf at a time when a growing number of companies are eyeing expansion into emerging Asian markets. Peter Dawson, chief executive of the hallowed Royal & Ancient Golf Club in Scotland, says Yang’s victory will make him a “household name” and bring a greater degree of attention and interest to Asian golfers and signature events around the world.
Further, golf observers say Yang will inspire younger Asian golfers to pursue the sport. Already, golfers like South Korea-born Danny Lee, 18, have been gaining additional attention and interest from fans and sponsors. A year ago, Lee won the U.S. Amateur title to replace Woods as the youngest player to earn the honor.
“Yang’s win is a watershed moment for golf and hospitality opportunities in the U.S., as well as Japan, Korea and China,” Stromberg says. Asian-based events that will also benefit include THG’s hospitality during the 2009 Shanghai Champions Golf Tournament in November and the 2010 Barclays Singapore Open.
“We’re excited about the opportunities this will bring our key accounts,” Stromberg says. “Our Open Contract program allowing select accounts global event access has also been heightened by Yang’s win, with a number of businesses seeking new opportunities in multiple markets.”
For more information on THG’s golf hospitality offerings, click here.
About THG: THG (http://www.thgsports.com) is a leading provider of corporate hospitality programs during the world’s premier sporting events, including the World Soccer Championships, Masters, Singapore Grand Prix, and the Final Four. As a marcus evans company, all aspects of THG’s services promise a level of client focus and attention second to none.
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