Why Volvo Sponsors Golf

Volvo's investments in sponsorship are primarily focused on golf, sailing and cultural properties. Among its golf holdings are title sponsorships to the Volvo China Open, the Volvo World Match Play Championship and the Volvo World Golf Challenge (formerly the Volvo Masters Amateur). These are just a few of what the automaker says is over 120 sponsorships in the game. Here's Karin Bäcklund, Director, Global Sponsorship & Brand Partnership, at this week's Volvo World Golf Challenge explaining why the sport is a cornerstone of Volvo's sponsorship portfolio.