Abu Dhabi HSBC Golf Championships


A highlight of the Middle Eastern sporting calendar, we have managed HSBC’s VIP hospitality and guest management programme at the Abu Dhabi HSBC Golf Championship since 2011.

One of HSBC’s flagship international golf sponsorships, the Abu Dhabi HSBC Golf Championship is part of the European Tour’s prestigious Rolex Series, and is the traditional kick-off to the international golf season as the first leg of the iconic ‘Desert Swing’.

Our primary responsibility at the tournament is delivering a first-class hospitality programme for over 1,200 HSBC customers, including management of the HSBC Hexagon Suite VIP hospitality chalet overlooking the 18th green, the 17th green HSBC Skybox for HSBC Premier customers and management of HSBC guests at the official tournament ProAm.

We also deploy a fully integrated guest management system, liaising with HSBC business units to provide an airport-to-hotel-to-golf course service, including an HSBC in-hotel guest hub, exclusive limousine transfer service and VIP merchandising.

Our post-event measurement and evaluation programme has shown that 84% of HSBC VIP customers feel “attendance at HSBC Hexagon Suite helped strengthen my relationship with the bank”.