
"The Greatest Show on Grass," the Waste Management Phoenix Open (WMPO), is one of the biggest events in the Valley of the Sun. It combines ideal weather with world-class golf to create a high-energy atmosphere unlike any other golf event, and anyone who has been to Hole 16 can attest to this (especially those who witnessed the hole-in-one in 2022).
It’s no secret that the WMPO is known for being a little rowdy (and that’s what the public loves about it), but last year’s event pushed fans and players over the edge after inclement weather, poor crowd management, a record number of arrests, and mud turned it into a sloppy mess.
Source: Golfweek
Combined, these issues threatened the tournament's 90-year legacy. Some players and fans swore off future events. The backlash was severe enough that organizers announced major changes for 2025 before the 2024 event had even concluded.
Changes Coming to The 2025 Phoenix Open
- Strategic Partnership Alignment: The Thunderbirds' October 2024 "Better, Not Bigger" announcement demonstrated strong stakeholder coordination. Tournament Chairman Matt Mooney emphasized collaboration with the PGA TOUR, local emergency services, and other partners to implement meaningful changes, showing a united front and demonstrating credibility.
- Safety Enhancements: The focus on concrete operational changes rather than just messaging shows that organizers understood the depth of the problem. The specific improvements, which include digital ticketing, wider walkways, multiple access points, and attendance caps, address the core issues that led to last year’s problems with crowds and safety. These changes prioritized guest safety and created new sponsorship/branding opportunities through expanded venues like the Desert Oasis and Taylor Morrison Fairway House, which are open to all attendees.
- Spreading the Word: Through owned and earned media channels, organizers have been proactively communicating with the public for months to set clear expectations for attendees. Spokespeople also took advantage of the opportunity to remind Valley residents that the “greatest show on grass” is more than just a sporting event; namely, surpassing $200 million in charitable giving, and contributing a billion dollars to the local economy.
When it comes to partnerships with the WMPO this year, brands will need to find a balance between enhancing the party atmosphere and keeping rowdiness to a minimum. If it were up to us, here are the brands we’d like to see take over the WMPO.
Brands that Resonate with the People of the People’s Open
1. Beverage Brands

Alcohol and non-alcoholic beverage brands naturally fit the scene at the WMPO. Whether beer, cocktails, seltzers, energy drinks, or even more natural alternatives, this event is an ideal platform to showcase products. Last year, Tito’s Handmade Vodka, La Marca Prosecco, and Coors Light were all in attendance. Coors Light also sponsors the Bird’s Nest, which entails a series of concerts throughout the event, a strategic move that further capitalizes on WMPO’s electric atmosphere.
Brands We Want to See: Bud Light, Liquid Death, White Claw, Red Bull, BERO, Bulleit Bourbon
Why: These brands can capitalize on the young and energetic crowds, but the WMPO should also offer cool and trendy nonalcoholic options.
What They Can Do: Beverage brands can host exclusive tastings that allow attendees to engage with the product while supplying water or snacks to counteract the effects.
2. Sports and Lifestyle Apparel
Golf attire and activewear are staples for attendees, whether they’re avid golfers or just there to enjoy the scene. In 2024, Bad Birdie launched an exclusive collaboration with WMPO, creating a collectible clothing line.
Brands We Want to See: Nike, Lululemon, Vuori, Alo Yoga, On TravisMathew, Under Armour
Why: The WMPO’s crowd tends to lean toward upscale but trendy and functional styles, making it an excellent venue for apparel brands that blend performance with fashion.
What They Can Do: Similar to Bad Birdie, these brands can debut exclusive, WMPO-themed collections that are only available during the event. A selection of hats and SPF-blocking apparel will be vital to keep those who purchase these items cool.
3. Tech and Innovation Brands
The WMPO audience is interested in new, cutting-edge tech, from wearable fitness trackers to innovative golf gadgets.
Brands We Want to See: Garmin, Topgolf, Peloton, Tonal, Bose
Why: Golfers and sports enthusiasts often value tools that enhance their performance or add fun to their game.
What They Can Do: To draw in audiences interested in sports and fitness, tech brands can create engaging activities like putting challenges, augmented reality scavenger hunts, or swing analysis stations, rewarding participants with branded swag or discounts. These activations can also double as an inviting place for attendees to cool off.
4. Sustainability-Focused Brands
As the WMPO’s title sponsor, Waste Management has championed sustainability efforts, creating an eco-friendly narrative that resonates throughout the event.
Brands We Want to See: Patagonia, Hydro Flask, Tesla, Allbirds, Pact
Why: Brands committed to sustainability can leverage this opportunity to align with the tournament’s green initiatives and engage eco-conscious attendees.
What They Can Do: These brands can sponsor recycling competitions, offer rewards for eco-friendly behaviors, or sponsor tickets with a donation of recycled goods. Supplying free water stations to help hydrate the crowds can also help keep the rowdiness to a minimum.
5. Luxury and Experiential Brands
High-end brands offering premium products or services, such as luxury vehicles, travel, or golf equipment, can appeal to the upscale segment of the WMPO audience.
Brands We Want to See: Rolex, Mercedes-Benz, Callaway Golf, Dior, Cartier
Why: Many attendees enjoy aspirational lifestyles, especially those enjoying a suite or box, making them receptive to luxury experiences.
What They Can Do: Create branded lounges with prime views, comfortable seating, and interactive elements like virtual reality golf games or photo booths. These brands can also sponsor exclusive meet-and-greets with PGA players for top customers or contest winners.
Ultimately, the 2025 event will prove whether organizational changes and activations from brands that are aligned with these updates can restore the tournament's reputation.
Until then, take a look at last year’s brand activations here.