MATTA Creates New Ryder Cup Campaign Ahead Of Historic 100th Anniversary In 2027
MATTA has created a new global marketing campaign for Ryder Cup Europe, launching awareness and anticipation for the 100th anniversary of the Ryder Cup, set to take place at Adare Manor, Ireland in 2027.
Developed following three days of dramatic golf at Bethpage Black in New York, The Adare – To Dream campaign captures the passion, pride and intensity that makes the Ryder Cup unlike any other event in sport. Anchored by the line “There’s nothing like golf – and this is nothing like golf”, the work reframes the tournament as a cultural and emotional spectacle that transcends the game itself.
Blending iconic Ryder Cup archive moments with newly shot footage at Adare Manor, the campaign juxtaposes the beauty of golf with the raw emotion, pressure and tribalism that define the competition. Through mixed media techniques and cinematic storytelling, the work brings to life what makes the Ryder Cup singular — a team event that elevates individual sport into collective drama.
The campaign will run across Sky and DAZN, supported by high-impact outdoor media in London, Dublin, Barcelona, New York and Berlin, alongside a global social awareness campaign. Media planning and placement by The Kite Factory ensures the work reaches both committed golf fans and broader sports audiences, inspiring attendance at what promises to be a once-in-a-lifetime sporting occasion.
At its core, The Adare – To Dream celebrates the depth of meaning, rivalry and emotion that define the Ryder Cup. By spotlighting the unique atmosphere created when players compete for team and continent, the campaign positions the 2027 tournament as a must-attend moment in global sport.
With the Ryder Cup marking its centenary year in Ireland for the first time, the campaign sets the stage for a historic edition of one of sport’s most compelling events and invites fans around the world to dream of being there.
We were thrilled to be chosen to create this campaign for such a brilliant sporting occasion. Bringing to life what makes the Ryder Cup so singularly special – the tribal atmosphere and the depth of meaning so evident in the player – allows it to transcend the sports world into the consciousness of general sports fans.
strategy Director, MATTA
