Ling

This year’s biggest stage in golf, the Ryder Cup, took place in New York at the end of September, with Team Europe defeating Team USA on home soil. It was a back-to-back win for Europe, and the buzz around the event started long before the first tee shot. From endless debates about team rosters to drama off the course, the Ryder Cup had it all. One moment that caught attention was Team USA’s merchandise t-shirt from Ralph Lauren, which featured a silhouette that looked suspiciously like Rory McIlroy.

But beyond the debates and controversy, fashion played a huge role in the spotlight. Team USA walked in dressed head-to-toe in Ralph Lauren, a brand inseparable from sports history. Across the aisle, Team Europe stepped out in Loro Piana, the Italian luxury brand that has been their official outfitter since 2016. These luxury brands do more than design uniforms, they project lifestyle, elegance, and timelessness.

In a sport like golf, often seen as a symbol of prestige and refinement, it’s never just about skill or technique. Image plays an equally important role, shaped by traditions, etiquette, and long-standing social codes. These elements represent more than just the game; they embody elegance, order, and the preservation of a classic sporting culture.

Ralph Lauren, a brand synonymous with the American dream, perfectly captures this spirit. Its philosophy “living better through timeless style, quality craftsmanship, and aspirational storytelling” fits naturally with golf. This sport isn’t just about precision and performance, it’s about image, tradition, and elegance. As Ralph Lauren puts it, “The 2025 U.S. Team’s on-course uniforms are designed to reflect the unity, sportsmanship, and spirit of the U.S. Team.” It’s a perfect match, with the brand’s signature sophistication meeting the timeless values that define golf at its highest level.

Ralph Lauren’s ongoing partnership with the PGA of America highlights the brand’s strong commitment to sport and its leading role in major global events. From outfitting the U.S. Olympic and Paralympic Teams to elite tennis championships, the U.S. Ryder Cup Team, and the American Junior Golf Association, Ralph Lauren continues to cement its presence at the heart of the world’s most prestigious sporting stages.

Ralph Lauren currently partners with several standout golfers, including multiple-time PGA Tour winner Billy Horschel and LPGA rising star Andrea Lee. Unlike team sports such as baseball or basketball, golf is primarily an individual sport, and that individuality carries unique value for luxury brands. Each golfer becomes a walking embodiment of the brand’s image, style, and values. Their personality, composure, and even wardrobe choices contribute to how fans perceive both the player and the sponsor.

Italian luxury house Loro Piana has been sponsoring the European Ryder Cup team since 2016. Despite its signature understated style, the brand’s identity shines through in its refined fabrics and meticulous craftsmanship. Much like Team Europe, who secured back-to-back victories with mastery, elegance, and precision, Loro Piana embodies the same values. “A constant commitment to excellence and quality, together with the pursuit of perfection, are hallmarks of the philosophy that inspires Loro Piana”, a sentiment that perfectly reflects the spirit of European golf.

This year, Ryder Cup viewership reached a new record. According to Sky Sports, one in four TV viewers tuned in to watch the singles matches on Sunday morning. Overall, average viewing across Sky Sports Golf and Sky Sports Main Event was up 45% compared to the 2023 Ryder Cup, highlighting the growing global interest in the tournament.

In recent years, golf has grown more popular, attracting younger, more diverse players and shedding its image as a pastime for wealthy retirees. Social media, celebrity influence, and off-course engagement have boosted the sport’s visibility and appeal, showing that golf can be stylish, exciting, and fun. Luxury brands like Ralph Lauren and Loro Piana have played a key role in this transformation, blending performance, elegance, and heritage to elevate both the game and its image worldwide.

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