Beyond Red | EY: The Ryder Cup
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EY: The Ryder Cup

Paul McGinley Ryder Cup

Ernst & Young


Inclusive leadership, high performing teams

Ambassador, Golf, Paul McGinley, Ryder Cup, Sport, Talent
About This Project

Delighted to have worked – and remain working – very tightly with Tom Kingsley, EY Director of Sport and Sponsorship since 2012.

Our role: strategic support – and rolling out the story. This isn’t a logo play, it’s about powerful and authentic messaging, using the unique structure and heritage of The Ryder Cup to deliver highly targeted messaging about exceptional client service through high-performing teams.

While most sponsors were happy to talk about their pride in supporting Team Europe, we developed a content strategy which lasted an entire eight months around Medinah, and then again for Gleneagles.

2014 saw EY accompany Paul McGinley on his leadership journey, understanding the size and singularity of his challenge. To go from peer to leader, to win when you’re the favourite, to make the role count with a team of individual legends.

Tight editorialising around the concept of inclusive leadership and diversity, first with the wonderful José Maria Olázabal, and secondly with the impressive Paul McGinley. Then, absolute control and delivery of the message across one commemorative book, two programmes for broadcast, eight hospitality events, twelve short-form videos and around 200 targeted pieces of print and online media.

EY’s audience of business leaders loved it. The attributable pipeline too good to put in writing.

Your insight and experience has been critical. We would be nowhere without you and you have played a blinder. Really first rate job – Andrew Shaylor, Ernst & Young