Inside the Ropes is a branded community initiative designed to generate sponsorship for the European Tour’s Irish Open and other marquee events. A series of speaking events offer senior business leaders a view from inside the ropes of the European Tour in an invite-only, private and exclusive setting. The identity steers clear of clichéd notions of the golf world and heightens the sense of access-all-areas exclusivity. It was rolled out across various digital and printed formats including in-event staging and graphics. The first event invitation was comprised of a bespoke metallic foiled box which housed one of pro golfer Rory McIlroy’s own used golf balls.