Tomorrow sees the start of one of the most anticipated sports events of the year, the Ryder Cup.  Where the best talent from Europe take on the might of the US on the PGA Centenary Course at Gleneagles, Scotland in the ultimate team golf tournament.

But away from what the players are doing on the course there will be plenty happening to give fans more information, entertainment and interaction than ever before. Earlier in the summer we spoke to the R&A’s Kevin Bain about their plans for the British Open, this event takes it onto the next level for fan engagement.

One of the key elements is around the use of Radio Frequency Identification (RFID) technology. It’s use is aimed at ensuring that the Ryder Cup is the most technologically advanced golf event ever and is being provided by Intellitix. It is being used by sponsors including BMW, Standard Life Investments and Johnnie Walker to further their on-site activations and increase their sponsorship reach.

RFID tags are embedded into visitors’ wristbands and with a simple tap of the wrist they can take part in these sponsor initiatives as well as activities such as:

• Getting their photo taken at iconic points across the course (which is then uploaded directly to the social media sites they have linked their accounts to)
• ‘checking in’ at locations which is then shared via Facebook
• Tap the virtual ‘high five’ touch point and their good luck wishes will be shared on the supporters’ leader board

Once activated, the wristbands will allow fans to engage with many of the Official Partner activities based in the Ryder Cup Spectator Village including the BMW Car Display, and The Ryder Cup Experience with Standard Life Investments, where spectators can compete in a simulated team competition with live scoreboards around the venue.

Out on the course, the Active Scotland initiative* ‘Walk the Course’, will encourage spectators to get out to all areas of the venue with prizes for those who check in at points around the course.  Johnnie Walker will be welcoming spectators at the back of the 2nd Green, and BMW owners will be able to use their wristband to enter the Owners’ Café at the 10th Hole and spend their pre-loaded tokens.

The wristbands will also enable fans to show support for their team, including a virtual ‘High Five’ for the European Team or Team USA on arrival. By touching their wristband to points around the golf course fans will be registered on a supporters’ leaderboard.  They will also be able to connect with friends and family around the world through automatic social media updates on Facebook and Twitter.  The wristbands will also become a method of cashless payment accepted in certain areas of the course.

That’s a lot for people to do through one wristband!

“Our RFID wristbands will mark The 2014 Ryder Cup out as something completely different to what has gone before in terms of interaction with spectators, media and indeed anyone visiting the course. The technology is totally secure and has been proven at a number of large scale events across the world.” – Serge Grimaux of Intellitix

“Ryder Cup Europe and the key stakeholders wanted to deliver the best possible spectator experience. As social media, smartphones and mobile internet have become a part of everyday life, the RFID technology seemed a natural choice to lift the event beyond the standard set previously.” – Antonia Beggs, Operations Director for The 2014 Ryder Cup

We’ll be keeping track of the social media activity over the next few days through the guys at Brandwatch. Tomorrow will be about the buzz leading up to this MASSIVE event, and then next week we’ll wrap it up.

Hopefully everyone has their viewing lined up for the weekend on SkySports. Imagine the demand for Sky’s NOW TV will be amongst the highest ever!

Go Team Europe!