The R&A and global sports marketing agency Two Circles have agreed a new, expanded long-term relationship, working together to drive growth across ticketing, premium experiences and fan experience propositions at The Open, with planning for The 154th Open at Royal Birkdale in 2026 already well underway.
The announcement follows a record-breaking number of spectators for The Open at Royal Troon in July with 258,174 fans lining the course to witness Xander Schauffele’s successful pursuit of the famous Claret Jug, as he became Champion Golfer of the Year for the first time.
The 152nd Open saw a 50% increase on tickets sold in 2016, the last time The Open was held at Royal Troon, with fans purchasing premium experiences more than doubling.
The new agreement extends an already successful partnership which has seen the last seven Championships (excluding the pandemic restrictions in 2021) set new attendance records for the respective host venues.
The partnership will combine Two Circles’ and The R&A’s commercial expertise to drive event day growth at The Open through product innovation, ticket and premium experience (PE) marketing and sales and operational execution.
Gareth Balch, Chief Executive & Co-Founder, Two Circles, said, “We are incredibly excited to continue delivering growth with The R&A, driven by more fan-first insight than ever. Over the past seven years working together, we have seen significant increases in attendance and – just as importantly – brilliant fan engagement and experiences. This expanded partnership will allow us to build on that success even further.
“By leveraging our combined expertise, we aim to continue expanding golf’s audience further while enhancing the experience for fans year-on-year. This partnership is a testament to our shared vision for the future of golf and our commitment to providing unparalleled experiences for all attendees.”
Martin Slumbers, CEO of The R&A, added, “The partnership with Two Circles will enable us to unlock new growth and enhance The R&A’s ability to invest in developing golf around the world. This innovative long-term collaboration will help to ensure that The Open remains at the forefront of global sporting events and enable us to harness this success to ensure golf is thriving for many years to come.”
Ten-year partnership will cover services across ticketing, premium experiences and fan experience propositions at The Open.
Aboo Tayub
Aboo Tayub is the publisher of Golf Business Technology and has worked in the business & technology publishing sector for over a decade.
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