.irst Heineken Open
great sporting and commercial success
The Heineken Open attracted droves of
spectators.
Thanks in part to the well-behaved weather gods
the very first Heineken Open golf tournament in
Holland turned out to he a great success. Payne
Stewart, already with many wins to his credit in his
native United States, gained his first European title
during the Heineken Open which was held in bril
liant sunshine on the golf course in Noordwijk.
The held of entrants for the
Heineken Open in Noordwijk
(previously called the RLM
Open) was stronger than ever before
and the total prize money of 500,000
pounds sterling meant that the 1991
Heineken Open was the fourth highest
paying European golf tournament.
Heineken had set up a hospitality
tent for this five-day tournament to
welcome and entertain its guests. One
of the visitors to the Heineken hospi
tality tent was His Royal Highness
Prince Bernhard of the Netherlands, a
keen golfer and a participant in the
Pro-Am tournament which preceded
the Heineken Open proper.
The amount of publicity for this
event was unprecedented. As a build
up to the event the newspapers were
full of pre-tournament reports, whilst
fifteen TV cameras kept a perfect
record of the play which was broad
cast all over the world.
Heineken has been active in
golfing for many years and was al
ready a sub-sponsor of the Noordwijk
tournament when KLM was still the
main sponsor. After KLM decided to
withdraw from the event, Heineken
took over the main sponsorship, since
the noble sport of golf is a perfect fit
with the premium image of Heineken
beer.
Heineken is also the main sponsor
of the Australian Open and of the
World Cup of Golf, as well as of sever
al other golfing events.
The splendidly designed Heineken hospitali
ty tent at the Heineken Open.
THE IV O R L D OF HEINEKEN
