Performance54 Appointed to Manage Inaugural Amata Friendship Cup

Bangkok, Thailand: Performance54 (P54), a specialist global golf marketing agency, has been appointed to manage and promote the inaugural Amata Friendship Cup.
The unique mixed team event will be contested from December 21-23 between teams of the leading professional and amateur players from Thailand and Japan at Amata Spring Country Club, a Golf Course Facility Member of the Asian Golf Industry Federation.
The event was officially announced in Bangkok last week with Team Captains, Boonchu Ruangkit and Virada Nirapathpongporn of Thailand and Joe Ozaki and Miho Koga of Japan being introduced.
The first members of each team were also announced and include a host of global stars, such as world number 33 Kiradech Aphibarnrat, who made an appearance at the press conference in Bangkok in a show of his support, European Tour and Asian Tour star Thongchai Jaidee, Thailand’s first Major champion and women’s world number two Ariya Jutanugarn, recent runner-up at the Women’s British Open, Pornanong Phatlum, and Thai amateur sensation Atthaya Thitikul.
The first players making up Team Japan were also announced, including world number 40 Satoshi Kodaira, women’s world number 15 Nasa Hataoka, number one and number four players on the Japan Tour Ryuko Tokimatsu and Kodai Ichihara, and PGA and European Tour regular Hideto Tanihara.
“When it comes to creative event management and marketing, P54’s approach stands out,” said David Townend, General Manager, Amata Spring Country Club. “We are excited to work alongside their team of local and international experts, who have been given the responsibility for building the foundations of the inaugural Amata Friendship Cup, and establishing its place on the global golfing calendar in the years to come.”
A Full Business Member of the Asian Golf Industry Federation, Performance54 is a global golf and destination sales and marketing agency, that has built up a distinguished roster of clients, specialising exclusively in golf. The group will take on the responsibility of staging, managing and marketing the event.
“Golf is experiencing a transition with more unique concepts coming to the fore,” said Jed Moore, Managing Director, Performance54. “To partner with Amata Spring Country Club is something we are all especially proud of. The club has a rich heritage of tournament golf, and alongside the vision for this new event concept and some fantastic player rosters already confirmed, we have all of the ingredients to quickly establish this mixed team event as one of the most compelling in the world of golf.”
Among Performance54’s early responsibilities was to introduce the event concept to over 100 members of the world’s media at the event launch press conference at the Grand Hyatt Erawan Bangkok. There, tournament organisers outlined its Ryder Cup and Solheim Cup-inspired format and announced the event partners, headlined by presenting partner, Toyota. They also unveiled one of the event’s most striking features; its mixed format whereby top amateurs will be given the chance to compete alongside their professional countrymen and women.

Jed Moore

The event has been founded on a vision to celebrate the unique and long-standing relationship between Thailand and Japan, whilst demonstrating golf’s unique ability to bring together different cultures and positively impact society, business development and strategic marketing.
“Golf’s unmatched ability to unite communities is an often-unsung trait of the sport. With the format of the Amata Friendship Cup, teamwork and unity between the players from Thailand and Japan, as well as the amateurs and professionals, will showcase so many of the game’s positive attributes. The role of the golf club in the local community and its positive work with partner and neighbouring organisations will also be central in bringing this occasion to life,” said Moore.

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