Celebrating 50 Years of THE PLAYERS

Mar 11, 2024

For the tournament’s 50th anniversary, Morgan Stanley is teaming up with Brand Ambassador and 11-time PGA champion Justin Rose to create an enhanced experience for fans.

As a Proud Partner of THE PLAYERS® Championship, Morgan Stanley is teaming up with Brand Ambassador and 11-time PGA TOUR champion Justin Rose to offer fans at home and at TPC Sawgrass an unforgettable experience. Tour Through Time, an immersive augmented reality (AR) experience, goes back through the history of THE PLAYERS tournament, offering fans a way to relive 50 years of memorable highlights in a way they’ve never seen before. Lightning-fast putts, soaring long drives that seem to defy gravity, historic wins and triumphant returns: Tour Through Time gives fans a front-row seat to the tournament’s most iconic shots.


Rose will be fans’ guide through nine legendary moments from past tournaments, bringing his perspective from 25 years as a professional golfer. A Morgan Stanley Brand Ambassador since 2017, Rose has realized his potential by envisioning the future that only he could see, demonstrating determination and visionary thinking throughout his storied career. See how his unique view of PLAYERS history in Tour Through Time, available on most mobile devices, gives fans an inside look at the game.


An Experience to Remember

 “In honor of THE PLAYERS Championship’s landmark 50th year, we are thrilled to elevate the fan experience to new heights,” said Morgan Stanley Chief Marketing Officer Alice Milligan. Tour Through Time is just one part of the experience that Morgan Stanley is creating to mark the 50th anniversary of THE PLAYERS. Fans attending the tournament in person can check out the Morgan Stanley Fan Experience Tent, where they can recreate three storied shots from PLAYERS history at a putting bay and win exclusive prizes.


Morgan Stanley is also ramping up our Eagles for Impact program, which donates $5,000 for each eagle made at THE PLAYERS. (A golfer gets an eagle when he completes a hole two strokes under par.) This year, Morgan Stanley will donate an additional $50,000 if players at the tournament reach 50 eagles. Since 2017, Morgan Stanley has donated more than $1.68 million through Eagles for Impact.


The program benefits First Tee, a youth-development organization that empowers kids to develop life skills through the game of golf, and its Coach Diversity Initiative, which trains professional coaches who serve as representative leaders for the young people they mentor. The donation demonstrates Morgan Stanley’s commitment to breaking down barriers to the sport and building a more inclusive tomorrow.


“From providing fans on-site and at home with a front row seat to legendary moments from the Championship through our new AR experience, Tour Through Time, to supporting First Tee’s Coach Diversity Initiative through Eagles for Impact, we know that this year’s activations will create an experience remembered for years to come,” said Milligan.

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