The Open

New partnership agreed for staging major championships in Scotland

The R&A

28 Oct 24

3 mins

The R&A has agreed a new 11-year partnership with the Scottish Government and VisitScotland who will contribute a combined £11 million towards staging The Open, AIG Women’s Open and the Senior Open in Scotland between 2024-2034.

The investment in the championships will drive tourism and showcase Scotland as a world-class stage for major events, as well as delivering significant economic and social benefits to the country and the host regions. A total of 14 championships will be held in Scotland across various venues during the term of the partnership. The announcement coincides with the results of an independent study commissioned by The R&A which show that The 152^nd Open at Royal Troon – attended by a record-breaking 258,174 fans in July – generated over £303.3 million in total economic benefit for Scotland.

Economic impact

The Championship provided a total economic impact of £87.3 million to Scotland – new money entering the economy – according to the study conducted by Sheffield Hallam University’s Sport Industry Research Centre (SIRC). Independent research led by YouGov Sport also showed that £216 million of destination marketing benefit was delivered for Scotland as a result of it being broadcast worldwide through linear television and digital platforms. Today’s figures bring the total economic benefit generated by the ten stagings of The Open in Scotland since 2005 to £1.36 billion. More than two million fans have attended in that time, including 250,000 from overseas, while The R&A’s Kids go Free initiative has resulted in 230,000 young people under the age of 16 being able to access tickets at no cost. As well as bringing economic benefits and global profile to Scotland, the agreement will also help drive positive social impacts for the country through the delivery of inclusive and responsible events, which are key priority areas outlined in the national events strategy: Scotland the Perfect Stage 2024-2035. The R&A’s Greenlinks initiative, introduced in 2017, puts sustainability at the centre of championship staging, including a focus on low carbon by monitoring and reducing emissions; a circular economy by considering material sourcing and moving to circular use; protecting nature through reducing disturbance and enhancing the national environment; and increasing social value by delivering positive benefits for individuals and communities through golf participation, volunteering and health initiatives.

The 152^nd Open at Royal Troon – attended by a record-breaking 258,174 fans in July – generated over £303.3 million in total economic benefit for Scotland.

World-class staging

Martin Slumbers, CEO of The R&A, said, “The partnership with the Scottish Government and VisitScotland ensures continuing support for staging our championships at renowned venues around the country, reinforcing Scotland’s international reputation as the home of golf and for providing a world-class stage for hosting major sporting events. “Independent studies have proven that major championship golf delivers significant economic benefits to Scotland by driving tourism, showcasing the country to a global audience and generating income for local communities and businesses. The results produced by The 152^nd Open at Royal Troon reinforce this and we look forward to working with our partners in government over the next 11 years to stage a number of outstanding major championships in Scotland.” Minister for Business, Richard Lochhead, said, “Golf is intertwined with Scotland’s identity, economy and global reputation. This agreement ensures some of the world’s most prestigious golfing events are hosted in Scotland until at least 2034. “The R&A’s championships bring thousands of visitors to wherever they are hosted. Research shows that the most recent Open, held in Troon, brought millions of pounds to the local economy, providing a transformational boost to businesses and communities. So, it is vital we continue to maximise Scotland’s reputation as the home of golf to secure the significant economic impact associated with these championships. “And these events showcase Scotland on the world stage, highlighting the varied landscape and sporting excellence Scotland offers.” Rob Dickson, VisitScotland Director of Industry and Events, said, “Golf events have a significant economic and social impact in Scotland. As part of the country’s diverse portfolio of sporting and cultural events, they showcase Scotland’s natural beauty and world-class golfing heritage to a worldwide audience while supporting the economy by driving visitor numbers and creating jobs. “The partnership with The R&A and Scottish Government to secure this pipeline of major championships over 11 years, will reinforce Scotland’s position as a world-leading tourism and events destination.” Director of the Sport Industry Research at Sheffield Hallam University, Professor Simon Shibli, said, "We were delighted to return to Royal Troon for The 152nd Open, following our initial economic impact study at the course in 2016. In the intervening years spectator numbers have increased significantly, as has their spending in South Ayrshire and Scotland more widely. It is hugely rewarding to see research insight being used effectively to maximise the economic benefit of The Open for its host communities."

International visitors

The economic impact study for The 152^nd Open at Royal Troon concluded that Ayrshire alone received a £43.8 million injection of new money as tens of thousands of visitors travelled to the region to attend the Championship. Over half of the spectators who attended The Open (51.1%) travelled from outside of Scotland. Nearly 10 per cent of spectators had travelled from the United States of America. Around 61% of spectators from outside Ayrshire expected to return to South Ayrshire for a short break in the next year. 66% of UK residents residing outside Scotland expected to revisit South Ayrshire in the next year. For overseas visitors, the corresponding figure was 56%. Prior to this year, 68% of surveyed spectators had attended at least one Open before, whilst 55% had attended an Open since 2012.

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