As part of their status as the ‘Official Beer to the 2002 Ryder Cup tournament ’,Budweiser sponsored The Times Ryder Cup Handbook the only press activity used during the tournament. Anheuser-Busch were keen to measure awareness and suitability of Budweiser ’s sponsorship of the Handbook as well the perceived fit with the tournament itself.

Driving interest in the tournament
Overall awareness of the handbook was high

• Half of all Times readers recalled seeing the handbook. The handbook acted as a precursor to the tournament.

• Over a third agreed that their interest in the tournament increased after reading the supplement. The handbook delivered readers ’ high expectations..

• 86% felt that the handbook was written with the depth and breadth expected from The Times.