Mercedes-Benz USA is partnering with Eastside Golf to increase access and opportunities to play, learn and grow the sport.
Through the multi-year “Vehicles for Change” program, the two brands will collaborate on activations to build a more inclusive community around the game, and advance golf beyond traditionally exclusive environments.
These initiatives aim to create accessible touchpoints to broader audiences and attract a new generation of diverse golf professionals and fans, says Monique Harrison, head of brand marketing at Mercedes-Benz USA.
The automaker is committed to community reinvestment that helps generate meaningful change, she says.
“Our partnership with Eastside Golf reflects this mission and aligns with our long-standing support of golf programs around the globe,” Harrison says in a release. “Together, we're helping to remove barriers and open doors to a game that is not only fun, but teaches valuable life lessons about humility, hard work, persistence and dedication.”
Representatives from both companies attended the recent Eastside Golf Invitational at The Grand Golf Club at the Fairmont Grand Del Mar in San Diego.
MBUSA executives joined Eastside Golf Founders Olajuwon Ajanaku and Earl Cooper to discuss their shared goal of increasing equitable access to the sport.
“Our mission is to bring more diversity into every aspect of golf, from playing professionally and running golf courses, to media, marketing and beyond,” Ajanaku says in a release.
Proceeds from the tournament will benefit the golf team from Morehouse College, a Historically Black College and University in Atlanta. To celebrate the sponsorship and a new era of Morehouse College athletics, MBUSA and Eastside Golf presented the partnership during Morehouse Homecoming 2023 in October.