EYE ON THE BALL

Lars Nielsen has spent the good part of the last 16 years travelling the world with BMW. His experiences have taken him through Europe, and the Middle East, and now in Asia as the Managing Director of BMW Group Asia. The affable Dane shares his thoughts on BMW, and the natural collaborations with golf.

- 

WHY IS GOLF "THE" SPORT FOR BMW?

BMW is constantly looking to create unique moments of joy and excitement for our customers. Whether it be through our products or experiences, we aim to establish an exciting long-term relationship with each customer.

Sports is one format that has given us this opportunity. It allows us to connect with our customers, create a community and forge lasting memories.

This is what we believe separates us from the rest and makes us more than just another car company. If you own a BMW, you're automatically in a relationship with the brand that will be there for you throughout your ownership journey and your life.

Golf, in particular, is one sport that aligns with some of our strongest values of precision, skill and efficiency. Furthermore, golf supports our belief that success is created by the mind and the right focus and attitude.

In Singapore, and the BMW Asia region as a whole, golf is one of our key engagement activities as it is very close to our heart and the hearts of our customers. Golf has both a competitive and social element to it, and we love spending time with customers and fans to experience our shared passion for the sport.

HOW LONG HAS BMW BEEN ASSOCIATED WITH GOLF?

The BMW brand has been synonymous with golf for more than 40 years, through local partnerships and our very own BMW Golf Cup. This exciting event enables BMW customers to be part of a worldwide international tournament, where they have a chance to represent their country.

BMW Golf Cup has a history that begins in 1982, with the first World Final taking place in 1995. It is currently the largest international amateur tournament series that has hosted more than 800 qualifying tournaments and over 100,000 participating players in more than 40 countries.