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The R&A widens sponsorship portfolio to support grassroots push

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  • The R&A aims to diversify its sponsorship revenue streams
  • Six official patrons from The Open were integrated into its 2022 Women's Open portfolio
  • The 150th Open featured new sponsorship inventory that may roll over for future editions
The R&A aims to launch a set of sponsorship opportunities outside its major championship portfolio as part of a plan to diversify revenue streams and reduce its reliance on The Open.

SportBusiness Sponsorship has learnt that the target areas are connected to the organisation’s new five-year strategy, unveiled earlier this year, whereby The R&A aims to ensure it “attracts more people from all backgrounds, genders and ethnicities to play more golf, more often”.

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