Volvo Car Sweden AB becomes title partner of golf’s Scandinavian Mixed

by | Feb 1, 2022 | 0 comments

Jonathan Caldwell celebrates with Henrik & Annika (Photo by Luke Walker/Getty Images)

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The DP World Tour and Ladies European Tour today announced Volvo Car Sweden AB as the new title partner of the Scandinavian Mixed Hosted by Henrik and Annika, with the tournament staged at Halmstad Golf Club for the first time from June 9-12, 2022.

Volvo Cars is one of the most well-known and respected car brands, leading the way in safety technology and innovation, with a strong position as market leader in the Swedish market.

Hosted by Major champions Annika Sorenstam and Henrik Stenson, the innovative tournament was the first of its kind to feature a field of 78 men and 78 women playing for one prize fund and one trophy – reinforcing golf’s ability to be a diverse and inclusive sport. Last year, Northern Ireland’s Jonathan Caldwell triumphed in the inaugural edition hosted at Vallda Golf and Country Club near Gothenburg.

This year’s tournament will have an increased prize fund of US$2million, which is up from the €1million purse for the inaugural event in 2021.

The Volvo Car Scandinavian Mixed is an innovator in sustainability as the tournament looks to become fully carbon neutral, promoting the use of electric bikes and shuttle services for fans, recycling of materials used in the staging of the event last year, and a beach cleanup day to be held at Halmstad in the lead up to the tournament. Plus, for every ticket sold, one tree will be planted to help offset the tournament’s carbon footprint.

Katarina Adamson, CX, Brand & Communications Director for Volvo Car Sweden, said: “Sustainability and gender equality are very important to Volvo Cars. We are like-minded with our innovative approach to challenging the norm and we see fantastic opportunities to strengthen important customer relationships with this new partnership. We are very much looking forward to welcoming the world’s best female and male golfers to Volvo Car Scandinavian Mixed in June as well as current and future customers.”

Annika Sorenstam, a ten-time Major champion, added: “Our game is inclusive in so many ways and this tournament continues to highlight that fact on a global stage. Volvo Cars have shown time and time again that they share those values and are a passionate supporter of golf, and we are excited to bring women and men together once more for this fantastic tournament.

Henrik Stenson, an 11-time DP World Tour winner, said: “I’m delighted to have Volvo Cars come on board as title partner. Annika and I are looking forward to bringing the Volvo Car Scandinavian Mixed to a new course in Halmstad, and with Volvo joining the team, we are even more excited to welcome back Swedish fans for an even bigger and better event.”

Guy Kinnings, Deputy CEO and Chief Commercial Officer of the European Tour group, said: “Volvo Cars were a natural partner for the Scandinavian Mixed as one of Sweden’s most iconic brands that shares the same values when it comes to promoting equality and sustainability. We have a long-term plan for the tournament and together with Volvo Cars, we hope to inspire boosted participation in men’s and women’s golf in Sweden and around the world.”

Alexandra Armas, CEO of the Ladies European Tour, said: “We are thrilled that Volvo Cars are elevating the status of the Scandinavian Mixed and taking it to the next level. It is exciting to have Volvo Cars involved to help us showcase the exceptional talents of players from both Tours. We are also extremely pleased to partner with a company which is truly committed to sustainability and their values are completely aligned with our Scandinavian Mixed.”

The famous North Course at Halmstad will host the DP World Tour for the first time, but over the years it has staged events on the European Challenge Tour and Ladies European Tour, most recently welcoming amateur golfers for the ANNIKA Invitational Europe in 2017.

Tickets and hospitality for the Volvo Car Scandinavian Mixed Hosted by Henrik and Annika are on sale now here.

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