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Volume 25 No. 45
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Deloitte, Lexus Among U.S. Open Sponsors With New Activations

Lexus is creating the Lexus Performance Experience with interactive experiences, prizes and photo ops
Photo: USGA

The USGA’s four sponsors -- Lexus, Deloitte, AmEx and Rolex -- are rolling out activations as the U.S. Open begins Thursday at Shinnecock Hills outside N.Y. One new activation this year includes Deloitte’s sponsorship of the U.S. Open Virtual Experience, which uses VR headsets that allows interactive views of the famed Shinnecock clubhouse Trophy Room as well as a 360-degree, first-person perspective of Corey Pavin’s famous 18th hole finish in the '95 event. Other elements include virtual views of the 7th hole, along with history and architecture elements of the clubhouse. Lexus is creating the Lexus Performance Experience that also includes interactive experiences, including a hole-in-one challenge for an opportunity to win a two-year lease of a '18 Lexus RX 350L, photo ops with the U.S. Open Trophy and autograph signings with Lexus Golf ambassadors Jason Day, Peter Jacobsen and Johnny Miller. Rolex is the sponsor of the USGA’s new “Celebration of Champions," a four-hole public exhibition to be held today at Shinnecock Hills. The exhibition will pair '17 USGA champions as two-player teams with FS1 to broadcast the foursomes of the exhibition. AmEx will have fan services at three locations throughout the course, where fans can charge their phones, get championship information and pick up a radio during championship rounds. AmEx cardmembers also will receive a variety of additional offers and experiences, including access to the AmEx Card Member Club that includes food and beverage for purchase.

KEEPING THINGS MANAGEABLE: Deloitte last month renewed its deal with the USGA, and USGA CEO Mike Davis said the organization is being very deliberate about adding any additional corporate partners. “We’ve talked about it for years,” he said. “We are not against adding another partner or two, but it has got to be something that works for us. We get approached quite often. When we look at it, we are very selective. We want a partner for many decades.” Davis also added that the USGA will limit attendance at Shinnecock Hills to about 30,000 fans per day of the event. Attendance last year at Erin Hills in Wisconsin was limited to 35,000 fans per day. “It starts with what will it take for a good experience for people,” he said. “We modify the number based on the venue.”