Oh Bonnie: R&A agrees to deal to hold major championships in Scotland as part of 11-year agreement

10/30/2024 06:51 PM

The R&A has agreed to a new 11-year partnership with the Scottish Government and VisitScotland for staging major golf championships in Scotland.

The R&A, the Scottish Government and VisitScotland will contribute a combined $14 million towards staging The Open, AIG Women's Open and the Senior Open in Scotland between 2024 and 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”, The R&A said.

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 152nd Open at Royal Troon – attended by a record-breaking 258,174 fans in July – generated almost $400 million in total economic benefit for Scotland.

The Championship provided a total economic impact of $110 million to Scotland, according to the study conducted by Sheffield Hallam University's Sport Industry Research Centre (SIRC).

Independent research led by YouGov Sport also showed that $280 million of destination marketing benefit was delivered for Scotland as a result of it being broadcast worldwide through linear television and digital platforms.

The figures bring the total economic benefit generated by the 10 stagings of The Open in Scotland since 2005 to $1.76 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 R&A said that 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.”

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 152nd Open at Royal Troon reinforce this and we look forward to working with our partners in government over the next ten 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.

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"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 maximize 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, added: "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 maximize the economic benefit of The Open for its host communities.”

The economic impact study for The 152nd Open at Royal Troon concluded that Ayrshire alone received a $56.7 million injection of new money as tens of thousands of visitors traveled to the region to attend the Championship.

Over half of the spectators who attended The Open (51.1%) traveled from outside of Scotland. Nearly 10% of spectators had traveled from the United States of America.

Prior to this year, 68% of surveyed spectators had attended at least one Open before, while 55% had attended an Open since 2012.