MATTA launch Ryder Cup 2027 centenary campaign
Ryder Cup Europe have worked with creative agency MATTA to launch a campaign for the 100th anniversary of the tournament, which will be staged at Adare Manor in Ireland in 2027.
The ‘Adare – To Dream’ campaign has been the first dedicated marketing initiative produced in advance of a Ryder Cup. Developed by MATTA, it has used archive footage of historic Ryder Cup moments alongside new material filmed at Adare Manor. The campaign will be shown on Sky and DAZN, supported by outdoor advertising in London, Dublin, Barcelona, New York and Berlin, with media strategy and placement delivered by The Kite Factory.
MATTA has positioned the campaign to highlight the contrasting elements of the Ryder Cup: the tradition and beauty of golf alongside the intensity and emotion of team competition. The approach has aimed to appeal not only to established golf fans but also to a wider sports audience.
The 2025 Ryder Cup at Bethpage Black in New York has ended with Europe defeating the United States 15–13, a contest that organisers have described as a launchpad for building momentum towards the 2027 centenary edition.
The event will mark the first time Adare Manor has hosted the Ryder Cup, with the campaign seeking to establish it as a major international sporting occasion for both Irish and global audiences.
