Solheim Cup X Skyscanner: The Captains’ Journey

Since its inception in 1990, the Solheim Cup has been the pinnacle of women’s golf, earning its reputation as one of the most prestigious and iconic events in global sport. A biennial showdown, the competition brings together the 12 best players from Europe and the USA, battling for national pride and ultimate team glory in a thrilling head-to-head contest.

The Brief

As part of their global brand strategy, Skyscanner sought to align with a leading women’s sport. To achieve this, they partnered with the Solheim Cup. As part of this significant collaboration, they teamed up with IMG to create a high-quality branded content series that would immerse fans in the world of women’s golf and highlight Skyscanner’s alignment with the values and prestige of the Solheim Cup.

The objective was clear: deliver a content-driven campaign that showcased Skyscanner’s role as a key supporter of women’s sport while driving meaningful engagement with their target audience.

The Response

1. Premium Content Production

Skyscanner’s Brand Studio and IMG collaborated to conceptualize and produce The Captains’ Journey, an exclusive video series offering fans unprecedented access to the journeys of Solheim Cup captains Stacy Lewis and Suzann Pettersen as they prepared for the ultimate showdown at Robert Trent Jones Golf Club. The series captured the drama, preparation, and inspiration behind the event, seamlessly integrating Skyscanner into the narrative as the travel partner for golf enthusiasts.

2. Amplification Strategy

To ensure the premium content reached its full potential, IMG’s digital team was brought on board to maximize its reach. Through a sophisticated, multi-channel paid media campaign, we exponentially amplified the visibility of The Captains’ Journey.

Story10, a global sports video production and distribution agency (part of an IMG joint venture) also played a key role in maximizing Skyscanner’s brand awareness. Story10’s global distribution resulted in more than 1.9 million digital impressions in key markets such as the USA and UK, with placement on more than 300 websites internationally, including the Manchester Evening News, Huffington Post, Athlon Sports, Washington Post, and Fox News, amplifying Skyscanner’s brand visibility.

This strategic approach not only ensured the content was seen by millions worldwide but also allowed us to precisely target audiences that aligned with Skyscanner’s unique business objectives. By leveraging data-driven targeting, we connected with passionate sports fans and prospective travellers who could benefit from Skyscanner’s services, delivering both brand resonance and business impact.

 The Outcome

The Captains’ Journey exceeded all expectations:

• The series was extremely well received, resonating with fans and elevating Skyscanner’s position as a champion of women’s sports.
• We exceeded all digital KPIs for the amplification phase, including:
  • 31.5 million impressions: 108% of target
  • 250,000 clicks: 127% of target
• The series achieved a YouTube engagement rate 17% higher than average sports content on the platform.

This collaboration demonstrated the unmatched power of combining IMG-produced branded content—with its exceptional quality, athlete access, and storytelling—with the strategic paid media expertise of IMG’s digital team.

Not just another branded content campaign, The Captains’ Journey showcased how a tailored approach to content creation and amplification can deliver beyond expectations. Whether you’re a rights-holder or a brand looking to maximise the value of your sports partnerships, IMG can help you create meaningful engagement and drive measurable results.

Watch the full series here.