Trading on the questionable reputation of American golf fans abroad — harsh, I know — and European bemusement at the shouting of ironic catchphrases on PGA Tour teeboxes, British bookmaker Betfair has formulated a unique Ryder Cup promotion.
The firm intends to distribute somewhere in the region of 1,000 gobstoppers (large, durable candies), each stamped with the words “get in the hole”, at Medinah this week in the hope of dampening home support.
According to the Daily Mail (where else?), the multi-layered sweets are designed to endure 250 minutes of constant sucking.
[Insert Tiger Woods joke here]
Betfair spokesperson Alex Bake summarised his team’s strategy thusly:
“The atmosphere is going to be intense and the US fans are going to be fired up for the Ryder Cup…
“More than ever the crowds are going to play an important part in deciding the outcome of this golfing battle. Europe are the clear underdogs but by handing out these sweets we hope to tip the playing field in their favour.”
Playful guerrilla marketing or xenophobic weaponization of snackfood? You decide.