The story behind the sport: How BMW and NTT DATA’s partnership at the BMW International Open goes beyond the bounds of sponsorship | NTT DATA

Mon, 20 June 2022

The story behind the sport: How BMW and NTT DATA’s partnership at the BMW International Open goes beyond the bounds of sponsorship

The BMW International Open, Germany's premier golf tournament, is set to tee off in a couple of days at Golfclub München Eichenried. The fairways are pristine, the greens are icy, and the rough is tediously thick - the stage is set for another incredible weekend of top tier golf on the DP World Tour. Following last year's limited capacity tournament and the previous year's tournament cancellation, we are incredibly excited about what we have installed for a full capacity event.

This year's competition will see our fantastic 30-year business relationship with NTT DATA culminate in showcasing how digital technologies can significantly improve any organisation.

Aside from golf, the collaborative hosting of this event also serves to help both companies in two integral facets. Firstly, while providing fans with an immersive and unforgettable experience is a top priority, the occasion indicates both companies' capabilities in producing such cutting-edge events. Secondly, hosting an annual event consumed by thousands ensures that both companies consistently look to improve on the previous year's benchmark, adding an extra layer of 'innovative push' to what already exists within the DNA of both NTT DATA and BMW.

A partnership built on innovation:

Historically, the relationship between BMW and NTT DATA has produced incredible innovations. Coupled with their proven activation ability within golf, showcased at The Open, the decision to collaborate on the BMW International Open was uncomplicated. Initial conversations around hosting the tournament with NTT DATA began in 2019. However, due to the pandemic, the tournament in 2020 was cancelled.

While this wasn't the start of the hosting partnership that both companies hoped for, it allowed us to perfect exactly what we wanted to deliver in the oncoming years of the tournament. It was decided that a showcase needed to be developed that goes beyond just commonplace branding and sponsorship, telling an authentic story by delivering the tangible innovations available to our customers and fans at the BMW International Open, such as the NTT DATA Wall.

2021's tournament took place with a limited crowd, which resulted in focus being placed on the fans' digital experience more so than the fan experience at the event. However, this year fans of the sport will be able to experience the NTT DATA Wall and everything it offers, either live at Golfclub München Eichenried or digitally, using the NTT data experience on our website ( - all of which is managed and supported by NTT DATA.

No stone has been left unturned to ensure this year's BMW International Open will be a unique and innovative experience within the various DP World Tour stages.

The story behind the golf:

At this year's event, fans will notice that more than just golf is being played. An intricately detailed story beyond the golf will be mapped out for everyone to follow. This story is powered by BMW and NTT DATA's production of various innovative solutions. The aforementioned NTT DATA Wall and the deployment of NTT DATA's data and intelligence capabilities will act as narrators for the event.

The NTT DATA Wall is a 20-metre-wide visual installation that provides a real-time view of the unfolding drama. The Wall, which leverages billions of data points from across the course, provides fans with live video, scores, player rankings, topical social media posts, and many other features, essentially providing fans sitting in the spectator village to be more in the know than those out on the course.

The NTT DATA Wall is an incredible spectacle for fans attending the event. However, for those unable to make the event in-person, there is no need to despair to feel hard done by.   NTT DATA's deployment of its data and intelligence capabilities, which involves an array of complex solutions, ensures that fans far and wide can experience the story unfold as if they were there by merely logging onto BMW Golf Sport's Website. Fans at home will be able to access the billions of data points made available to those standing beneath the Wall, including significant moments in the tournament, such as a clutch hole-out to force a playoff, being notified to them, and in-depth course insights.

Both projects ensure that the partnership between BMW and NTT DATA will help lead the charge in immersive experiences.

The excitement is palpable:

At BMW, we can't wait to see the story unfold at this year's International Open and couldn’t be happier about our collaboration with NTT DATA. As the tournament continues to evolve, we want to ensure that individuals who have never been able to witness an immersive golfing experience are afforded the ability to do so.

The BMW International Open runs from the 22nd – 26th June. Be sure to visit to access all the action, and to follow NTT DATA’s social channels to get all the latest developments from Golfclub München Eichenried.

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