2025 BETFRED BRITISH MASTERS

Four was commissioned to deliver a high-impact PR and communications campaign for the 2025 Betfred British Masters (BBM), hosted by Sir Nick Faldo at The Belfry Hotel & Spa. 

The campaign aimed to raise awareness, drive ticket sales and boost visibility across mainstream and lifestyle media, with a strong focus on regional engagement and travel to the Midlands. Key objectives included increasing attendance, collaborating with partners like DP World Tour and Guide Dogs UK, and delivering a memorable activation that resonated with both sports fans and the general public. 

Four delivered a high-impact PR activation at Birmingham’s Bullring Shopping Centre, timed to coincide with the start of the summer holidays with British golfer, Marcus Armitage The Bullet. The centrepiece was a bespoke golf-themed makeover of the iconic bull statue, dressed in BBM-branded attire to create a bold visual hook. The event featured a pop-up putting green, branded installations, and a partnership with Guide Dogs UK to add emotional resonance. Four delivered full event management, media liaison, filming and photography, ensuring the activation ran seamlessly from concept to execution.

The PR activation reached over 77,000 daily shoppers and generated widespread media coverage, including BBC News and MSN, with social content driving over 8,000 engagements. 

Delivered on a modest budget, the whole campaign achieved over 42.7 million in potential media reach, with coverage on BBC News, MSN, and regional outlets. 

The campaign exceeded KPIs, with a +3% uplift in ticket sales from 2024 and the busiest Saturday ever at the tournament. Stakeholder feedback praised the campaign’s creativity, inclusivity and legacy potential for future BBM activations.