Mercedes-Benz USA recently announced a partnership with lifestyle golf brand Eastside Golf to increase access and opportunities to play, learn and grow the sport.
The two entities will collaborate on the “Vehicles for Change” program to create unique activations to build a more inclusive community around the game, and advance golf beyond traditionally exclusive environments.
These initiatives will create accessible touchpoints to broader audiences and attract a new generation of diverse golf professionals and fans.
“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. Our partnership with Eastside Golf reflects this mission and aligns with our long-standing support of golf programs around the globe. 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.”
Monique Harrison, Head of Brand Marketing at Mercedes-Benz USA
The partnership kicked off in September 2023 at the 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. The partnership will celebrate the history of the game while bringing authenticity and culture to the golf course. Proceeds from the tournament will benefit the golf team from Morehouse College, a Historically Black College and University (HBCU) in Atlanta.
“Eastside Golf was created to improve the experience and entry points for new golfers, young athletes and emerging professionals in the sport. We want to show people that they can compete or simply enjoy the game while remaining true to themselves, unapologetically. 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.”
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