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Mercedes agrees Open deal

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Mercedes Benz cars will be the major sponsor of oldest golf tournament in the world, The Open.

The German manufacturer has a long history of sponsoring golf tournaments, having previously contributed to The Masters and the PGA Championship, while it has also lent its name to the 2012 Ryder Cup.

It is hoped that the marque will be able to raise the profile of Mercedes cars with one its key target audiences by making the deal.

Anders Sundt Jensen, vice-president of brand communications for Mercedes Benz Cars, said that the history and reputation of the tournament works well with the brand's marketing campaign.

He said: "Our global golf strategy is based on the Mercedes-Benz principle of 'the best or nothing'.

"The Open Championship complements this strategy, and therefore Mercedes Benz, perfectly."

Mercedes Benz recently announced it had achieved 20 years of growth and know has its highest ever share of the UK vehicle market.

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