Racing Into Golf: McLaren Seeks To Turn Cadillac’s Miami Showcase Into Turf War

MIAMI — American auto giant Cadillac is looking to make an unmistakable statement in South Florida this weekend, pouring resources into a two-sport campaign as the Formula 1 Miami Grand Prix roars around Hard Rock Stadium while the Cadillac Championship brings many of the world’s top golfers to Trump National Doral just a few miles away.It’s intended to be a coordinated display that underscores the brand’s expanding footprint across the global sports landscape. But if this was meant to be a Cadillac coronation in America, McLaren didn’t get the memo.Instead, the British racing powerhouse has turned the weekend into a battleground, threatening to hijack Cadillac’s carefully orchestrated showcase not only on the racetrack, but also on Doral’s famed Blue Monster, where McLaren is launching an audacious new venture into the golf equipment industry.The clash of brands spilled into plain sight Tuesday. Seated behind a podium emblazoned with “Cadillac Championship,” Justin Rose — newly minted as McLaren’s first golf ambassador — delivered a glowing endorsement of Cadillac’s chief rival, effectively turning the host’s stage into a platform for the competition.“It’s obviously, from my point of view, the news of the week for sure,” Mr. Rose said, in response to a question from The New York Sun. “I’ve been working with the project for well over a year probably. So, it’s been exciting to finally launch it this week. Obviously, it’s a great week to do it with the Miami Grand Prix in town. There’s a lot of synergy this week to do it.”Synergy for some. Sabotage for others.Cadillac is the new arrival in Formula 1 this season, with the American automaker spending millions trying to stay competitive with the more established brands like Red Bull Racing, Mercedes, Ferrari, and McLaren, which captured the Constructors’ Crown last year as F1’s top racing team.While McLaren is long-established as one of F1’s defining names, it’s a newcomer in golf, building an equipment brand from scratch with Mr. Rose, a 2013 U.S. Open champion and 2012 winner at Doral, providing input. He’s not just endorsing the product, he’ll place his new clubs in play this week, hoping a good showing generates global interest in McLaren Golf.“They want to be the best,” Mr. Rose said. “They want to operate in that sort of high end, high performance category. It’s really about creating a really great product. That’s the focus.”If Cadillac’s strategy in Miami this weekend is saturation, McLaren’s is disruption. It’s a battle of rivals on two fronts.On one side is a legacy American brand flexing its financial muscle, determined to announce its presence in Formula 1 while reinforcing its identity through a PGA Tour Signature golf event. On the other, a sleek racing icon leveraging speed, innovation and global appeal to invade new territory — even if it means doing so on its rival’s stage.Mr. Rose said he planned to spend some time with McLaren’s F1 driver Orlando Norris and CEO Zak Brown on Wednesday night “before their week gets serious and before our week gets serious” to strengthen the crossover. The first round of the golf tournament begins Thursday, while the Grand Prix is Sunday.“Lando and Zak have become buddies of mine,” Mr. Rose said. “They’re both very keen golfers. Those guys are probably as excited about the launch as I am.”There should be plenty of attention on both marquee events. F1 returns after a five-week break — the longest mid-season gap in recent memory — caused by the cancellation of races in Bahrain and Saudi Arabia due to the war in the Middle East. Instead of building on the momentum of 19-year-old Kimi Antonelli winning back-to-back races to become the points leader, most of the F1 headlines over the last month have centered on Ferrari driver Lewis Hamilton’s romance with Kim Kardashian.In honor of its first-ever race on American soil, Cadillac has added red, white and blue features to its cars, a patriotic touch that President Trump, owner of Doral, would appreciate.Meanwhile, Mr. Rose will feature his new McLaren golf bag throughout the weekend of the Cadillac Championship, the first PGA Tour event at Doral since 2016 when Mr. Trump made disparaging remarks about Mexicans during his initial presidential campaign.The championship is one of eight PGA Signature events, each worth $20 million in prizes. Which are expected to attract the world’s best players. But five of the top 15 ranked players in the world are skipping this week’s tournament, including Masters champion Rory McIlroy and the world’s third-ranked player Matthew Fitzpatrick. Another signature event is scheduled for next weekend at Quail Hollow at Charlotte before the PGA Championship the following week.“When you’re having to miss great events to prepare for other great events it’s not ideal,” Mr. Rose said. “I’m sure there’s been a lot of talk about our schedule next year, the year after, whatever it is. I’m sure that this period of time will be refined for sure.”It could be a big weekend for McLaren if it wins the Grand Prix and Mr. Rose captures the Cadillac Championship. That scenario would be nothing short of a nightmare for Cadillac.

Racing Into Golf: McLaren Seeks To Turn Cadillac’s Miami Showcase Into Turf War

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