A Long-Term Commitment to Golf

Taking Notes with Vikram Pawah. CEO, BMW Group Australia

Photo: Mr. Vikram Pawah

BMW perpetually supports the growth of women’s golf. It’s a valued partnership that runs far deeper than sponsorship dollars (although that sure is appreciated!). Let’s dive into the who, what, where and why of their unwavering commitment to our sport via this exclusive interview with the Australian CEO of BMW Group, Vikram Pawah.

Q. Why does BMW align with the golf industry/lifestyle? 

Golf embodies many of the same values that define BMW - precision, performance and meaningful connection. It is a sport that rewards commitment, discipline and continuous transformation to improve and perform at one’s best, and it brings together a community that appreciates performance and memorable experiences. For us, partnering with golf is not about placing a logo on a course; it’s about contributing to a community built on excellence and elevating the experience for players and fans alike.

Q. How does the brand stay involved with the sport?

BMW has had a global commitment to golf at every level for more than 40 years - from prestigious professional tournaments such as the BMW PGA Championship and BMW International Open, through to our own amateur golfing tournament series called the BMW Golf Cup.  The overall goal is to provide a first-class brand experience to everyone involved – players, fans and our customers.  We partner with the tours to develop and improve the experience year by year. In addition, we support governing bodies, player development, and we collaborate with world-class athletes who inspire the next generation.  Our core business is individual mobility, and we are very keen to provide electrified transportation for players, officials and our customers at the various tournaments. Twenty per cent of our current sales share in Australia comes from electric vehicles and we offer 10 electrified models comprising both plug-in hybrid and fully electric models.

Photo: Minjee Lee

Q. The BMW Golf Cup is a fantastic amateur event on the Australian golf calendar. What steps do you take to cement its success?

The BMW Golf Cup, which is the largest international tournament series for amateur golfers, was established almost four decades ago and built on a simple philosophy: connect our dealers and their customers from around the world to deliver an unforgettable experience through a global competition while bringing them emotionally closer to the brand. Participants compete in local qualifying tournaments run by BMW dealerships in each country and region, progressing to a National Final, with the top performers earning a place to compete in the BMW Golf Cup World Final. The tournament attracts more than 100,000 amateur golfers from more than 50 countries each year.  We had more than 300 participants compete in this year’s National Final for Australia and New Zealand with the winners from each national final travelling to South Africa in March 2026 to compete in the World Final and represent their country.

Q. Will the 2026 schedule see any new venues/golf courses hosting the BMW Golf Cup?

We always review opportunities to introduce new destinations into the event to keep the experience fresh and exciting.  The 2025 National Final was held in October at Sanctuary Cove in Queensland.   In 2026, the event will take place across the Tasman at the renowned luxury property, Millbrook Resort. We promise that every location selected provides exceptional playing conditions and a setting worthy of the BMW Golf Cup and for our valued customers, an unforgettable experience. BMW’s core brand value is joy, and that is what we aim to deliver to our customers – whether it’s driving on the road or on the golf course.

Q. Golf has evolved to become a popular sport for women all around the world. How does BMW support the growth of the game?

We are proud to contribute to greater equity and visibility in golf. BMW supports women’s professional events globally and provides pathways for amateur and developing female players. This includes our ongoing support of talented players like Grace Kim, who represents the new generation of women golfers rising through the ranks.  She has an early track record of success on both amateur and professional stages.  Her first major win this year at the 2025 Amundi Evian Championship was a breakthrough that showcased her talent as a rising star in women’s golf and cemented her status as a role model for young female players. We are very proud of hosting the BMW Ladies Championship in Korea since 2019. It is one of the most competitive tournaments outside the US, and the only LPGA TOUR event in Korea, in a market that is fanatic about golf and also very important to our company.

Q. Please tell us about your female golf ambassadors (we love Grace Kim and Danielle Kang!) and what attributes BMW looks for in a professional athlete.

Grace Kim and Danielle Kang represent everything we admire: talent, resilience, authenticity and a relentless drive for excellence. Beyond their achievements, they are exceptional role models - humble, generous with their time, and passionate about inspiring young players. The same goes for Germany’s Esther Henseleit, the Olympic Silver medallist. When selecting ambassadors, we look for individuals who embody our brand values both on and off the course: leadership, sportsmanship, global perspective and a genuine commitment to positive impact.

Photo: Grace Kim

Q. What is your vision for the future of our sport?

Golf is entering an exciting period of evolution. The sport is becoming more inclusive, attracting a diverse range of players - from women and juniors to urban enthusiasts exploring new formats like 9-hole rounds and golf entertainment hubs. Technology, sustainability, and innovation are also shaping the game: electric golf carts, eco-friendly course management, and data-driven training are making golf smarter and more accessible.

The rise of role models like Grace and Danielle, combined with programs that encourage participation – especially with younger generations - suggests that golf will continue to grow globally, not just as a competitive sport but as a lifestyle and community experience. We’re likely to see a balance between tradition and modernity, with golf embracing both heritage courses and dynamic new ways to engage players of all ages and support wellbeing.

Q: What motivates you as a leader? And does a boardroom mindset translate to the fairway?

I am motivated by people and progress - by building something meaningful with talented people who want to shape the future. Leadership is ultimately about enabling others to succeed. And yes, there are similarities between golf and leadership: patience, focus, strategic decision-making and accepting that sometimes the result reflects how well you respond to challenge rather than how perfect the conditions are. Both demand humility and continual learning.

Q: This magazine covers all aspects of golf travel. Let’s start a BMW road-trip series! Joking but not really. If we did, what part of Australia would you like to see featured as a golfing destination?

Australia is fortunate to have extraordinary golf landscapes, so this is a difficult choice. However, with me residing in Melbourne, I’m more familiar with the Victorian coastline, so combining the Mornington Peninsula and the world-class courses of the Bellarine Peninsula and the Surf Coast would be remarkable. There’s stunning scenery, beautifully designed courses, premium hospitality and perfect coastal or open highway: that’s a dream BMW golf road trip.