BMW Canada has officially announced a multi-year partnership with TPC Toronto at Osprey Valley.

The automaker teamed up with the golf course to elevate the guest experience at the end of 2024. As a result, golfers and visitors have been able to engage with the BMW brand through vehicle showcases and immersive on-site experiences. The brand has also been providing exclusive parking privileges for BMW owners and has outfitted the course with electric vehicle charging stations at the Main Clubhouse, with more stations planned for the Heathlands Clubhouse this year.

As part of the partnership, TPC Toronto will also serve as the venue for this year’s BMW Ultimate Cup, a national tournament that brings together private golf clubs to compete.

Vito Sacchetti, head of experiential marketing, partnerships and sponsorships at BMW Canada, tells MiC that the brand is very active in golf, both globally and in Canada, where it was the premier sponsor of the Canadian Open golf tournament last year.

“It is a key pillar to our sponsorship and partnership strategy,” Sacchetti says. “It is not news that there is a significant overlap between the luxury automotive buyer and those who have an interest in and play golf. That makes this a very active space amongst competitors.”

Sacchetti explains that the sport allows them to organize events that add value to the local BMW market. “Our approach is less about a logo on a score card or a point-in-time media buy and is instead focused on a grassroots, one-to-one approach centered around elevating the experience of something this audience already loves,” he says. “We believe that this more personal approach is a great way to achieve a meaningful connection with people through a shared passion for the sport without it ever feeling like marketing.”

According to him, Osprey Valley is recognized as a hidden gem that offers some of the best golf courses in Ontario, and has undergone significant upgrades, including the addition of new clubhouses, villas and restaurants, to enhance the overall experience. This made partnering with TPC Toronto a natural fit, establishing it as a hub for BMW’s golf initiatives in Canada, he says.