Adare to Dream

RYDER CUP

THE BRIEF

This was the Ryder Cup’s first-ever pre-tournament campaign, marking the event’s 100th anniversary. The challenge was to create work that could cut through immediately, build anticipation years in advance, and reach well beyond core golf audiences. Launching straight after the 2025 Ryder Cup also meant the campaign had to be result-agnostic, while staying true to what makes the tournament unlike any other.

THE INSIGHT

The Ryder Cup stands apart from all other golf. Individual players compete not for themselves, but for team and country – unlocking a level of emotion, pride and intensity rarely seen in the sport.

THE RESPONSE

‘There’s nothing like golf – and this is nothing like golf’ became the platform. The idea celebrates the beauty of the game while amplifying the drama, passion and pressure of team competition, signed off with Adare – To Dream. A sharp mixed-media film brought together iconic Ryder Cup moments, motion graphics and new footage from Adare Manor, supported by a powerful voiceover. The campaign launched across the biggest media spend in Ryder Cup history, spanning Sky, DAZN, high-impact OOH across major global cities, and a social-first awareness strategy.

THE RESULTS

The hero film achieved strong view-through rates with 182,815 video completions and minimal drop-off. Meta activity exceeded engagement benchmarks, delivering 21M impressions, a 1.38% CTR and 9.2K registrations. OOH outperformed expectations, delivering £29K in added value, while interest in the Ryder Cup and growth across owned channels increased – translating into stronger ROI for Adare 2027.

“The switchover campaign represented an important step forward for Ryder Cup Europe in how we approach brand marketing. It was our most ambitious campaign at this stage of the cycle and played a key role in setting the tone for the journey to 2027. Together with MATTA’s global experience, we were able to push the creative ambition of the campaign and deliver it with the scale and impact a moment of this significance demanded.”.

Nick Hand
Director of Marketing, Ryder Cup Europe