Mercedes-Benz and Eastside Golf Drive Inclusivity and Change in Golf

Partnership Expands Opportunities to Play, Learn, and Grow the Sport

Nov 05, 2023

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In a groundbreaking move to enhance the inclusivity of the sport, Mercedes-Benz USA has teamed up with lifestyle golf brand Eastside Golf to create a "Vehicles for Change" program. This innovative multi-year partnership aims to broaden access and opportunities for golf enthusiasts while nurturing a more diverse and welcoming golf community.

The collaboration between these two brands has been set in motion to transform the golfing landscape, breaking away from its traditionally exclusive image. The initiative seeks to reach a more diverse audience and inspire a new generation of golf professionals and fans. Monique Harrison, Head of Brand Marketing at Mercedes-Benz USA, stated, "At Mercedes-Benz, we are focused on innovation and transformation to create a better future. We are committed to community reinvestment that helps generate meaningful change and empower the next generation of leaders through increased access and education."

The partnership officially commenced in September at the Eastside Golf Invitational at The Grand Golf Club at the Fairmont Grand Del Mar in San Diego. MBUSA executives, alongside Eastside Golf founders Olajuwon Ajanaku and Earl Cooper, discussed their shared vision for making golf more inclusive. The collaboration aims to blend the rich history of golf with authenticity and culture, aiming to celebrate the sport's traditions while embracing its future. The tournament proceeds will benefit the golf team at Morehouse College, a Historically Black College and University (HBCU) in Atlanta.

Olajuwon Ajanaku, Founder of Eastside Golf, emphasized the brand's commitment to promoting diversity within the golfing world: "Our mission is to bring more diversity into every aspect of golf, from playing professionally and running golf courses, to media, marketing and beyond. This partnership with Mercedes-Benz is bringing us another step closer to our goals."

Earl Cooper, Co-Founder of Eastside Golf and a PGA professional, expressed his passion for increasing opportunities for people of colour in golf:

"As a PGA professional and top instructor, one of my passions is to see more people of colour pursue careers within the sport and get a fair shot at doing so. Partnering with Mercedes-Benz allows us to amplify our efforts and collaborate on bigger opportunities as we strive to create a more inclusive future for golf, on and off the course."

The partnership extends its support to Morehouse College, not only through sports sponsorship but also academic funding for student-athletes. MBUSA and Eastside Golf have further solidified their commitment by presenting the partnership during Morehouse Homecoming 2023 in October. This engagement underscores the brands' determination to dismantle systemic barriers and promote inclusion and equity in the sport, making a tangible difference for underrepresented students and athletes.

The multi-year partnership between Mercedes-Benz and Eastside Golf is set to continue until 2025, with planned activations in Atlanta and across the United States. Upcoming events include the launch of the Eastside Golf National Championship tournament and the expansion of Community Golf Day events. This partnership represents a significant step forward in the effort to make golf more accessible, diverse, and welcoming, paving the way for a more inclusive future for the sport both on and off the course.

Thanks for exploring the evolving world of golf with me, David Skilling.

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Baller Golf

Mercedes-Benz and Eastside Golf Drive Inclusivity and Change in Golf

Partnership Expands Opportunities to Play, Learn, and Grow the Sport