{"id":6331,"date":"2021-07-14T09:26:20","date_gmt":"2021-07-14T08:26:20","guid":{"rendered":"https:\/\/www.twentyfirstgroup.com\/?p=6331"},"modified":"2022-11-21T11:40:00","modified_gmt":"2022-11-21T11:40:00","slug":"the-open-championship-connecting-the-world-to-golf","status":"publish","type":"post","link":"https:\/\/www.twentyfirstgroup.com\/the-open-championship-connecting-the-world-to-golf\/","title":{"rendered":"The Open Championship: Connecting the world to golf"},"content":{"rendered":"<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-0  el_before_av_three_fifth  avia-builder-el-first  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-1  el_after_av_one_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><div  style='padding-bottom:10px; ' class='av-special-heading av-special-heading-h2  blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling  thought-leadership-heading '><div class ='av-subheading av-subheading_above  ' style='font-size:15px;'><p>Thought Leadership<\/p>\n<\/div><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >The Open Championship: Connecting the world to golf<\/h2><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-3  el_after_av_three_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-4  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  av_inherit_color '  style='color:#80808a; '  itemprop=\"text\" ><h4><span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 7<\/span> <span class=\"rt-label rt-postfix\">MIN READ<\/span><\/span><\/h4>\n<\/div><\/section><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-author '   itemprop=\"text\" ><h3><strong>By Dan Zelezinski<\/strong><\/h3>\n<hr \/>\n<h3>July 14, 2021<\/h3>\n<\/div><\/section><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-7  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-8  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><p><div  class='avia-image-container  av-styling-    avia-builder-el-9  el_before_av_hr  avia-builder-el-first  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-7720 avia-img-lazy-loading-not-7720 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-1030x687.jpg\" alt='' title='GettyImages-1257538559-min' height=\"687\" width=\"1030\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-1030x687.jpg 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-300x200.jpg 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-768x512.jpg 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-1536x1024.jpg 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-2048x1365.jpg 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-1500x1000.jpg 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/GettyImages-1257538559-min-705x470.jpg 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/div><\/div><\/div><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-10  el_after_av_image  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div><div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-11  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div><\/p>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-12  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-share '   itemprop=\"text\" ><h3>Thought Leadership<\/h3>\n<p>Inspired by what you&#8217;re reading? Why not subscribe for regular insights delivered straight to your inbox.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap avia-button-left  avia-builder-el-14  el_after_av_textblock  el_before_av_textblock ' ><a href='https:\/\/www.twentyfirstgroup.com\/contact\/news-signup\/'  class='avia-button  avia-color-theme-color   avia-icon_select-no avia-size-small avia-position-left '   ><span class='avia_iconbox_title' >Subscribe<\/span><\/a><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><hr \/>\n<h3><\/h3>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last  '><div class='av-share-box'><h5 class='av-share-link-description av-no-toc '>Share this story<\/h5><ul class='av-share-box-list noLightbox'><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/www.twentyfirstgroup.com\/the-open-championship-connecting-the-world-to-golf\/&#038;t=The%20Open%20Championship%3A%20Connecting%20the%20world%20to%20golf' aria-hidden='false' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Facebook' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href='https:\/\/twitter.com\/share?text=The%20Open%20Championship%3A%20Connecting%20the%20world%20to%20golf&#038;url=https:\/\/www.twentyfirstgroup.com\/?p=6331' aria-hidden='false' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Twitter' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href='https:\/\/linkedin.com\/shareArticle?mini=true&#038;title=The%20Open%20Championship%3A%20Connecting%20the%20world%20to%20golf&#038;url=https:\/\/www.twentyfirstgroup.com\/the-open-championship-connecting-the-world-to-golf\/' aria-hidden='false' data-av_icon='\ue8fc' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on LinkedIn' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-17  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Golf fans around the world are preparing themselves for another roller coaster ride this week as the oldest of the Major Championships, The Open, gets underway tomorrow at Royal St Georges. Can Rahm\u2019s form keep the claret jug residing in Europe for one more year? Will Jordan Speith\u2019s past success at The Open enable him to wrestle it back across the Atlantic? Can Adam Scott add a claret jug to his green jacket and take it down under?\u00a0 Will Louis Oosthuizen bring it to South Africa as he did in 2010?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Open captures the attention of the golfing world for a number of reasons, but principal among them is its ability to connect with fans from all corners of the globe.\u00a0 The Open is the most international of all of golf\u2019s majors, with 36 nationalities represented at each of the Open Championships since 2016.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That the R&amp;A\u2019s flagship event is more diverse than any other major is not by accident. The R&amp;A\u2019s raison d&#8217;etre is <\/span><b><i>to make golf more accessible, appealing and inclusive, and to ensure it\u2019s thriving 50 years from now<\/i><\/b><span style=\"font-weight: 400;\">. \u00a0 The R&amp;A have invested heavily in their partnerships with 157 affiliate organisations to build a deeply connected network that reaches 143 countries.\u00a0 The focus on growing the game at the grass roots and ensuring The Open is truly open to all is a key lever in the strategy. Providing a platform at the pinnacle of the game for players of all nationalities is key to ensuring the next generation of super stars includes players from everywhere. <\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-19  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-20  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-21  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-22  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-6333 avia-img-lazy-loading-not-6333 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-19.png\" alt='' title='pasted image 0 (19)' height=\"435\" width=\"716\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-19.png 716w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-19-300x182.png 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-19-705x428.png 705w\" sizes=\"(max-width: 716px) 100vw, 716px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-23  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-24  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-25  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">While the international nature of The Open is one of the more uplifting examples of golf\u2019s diversity &#8211; and is a key pillar of the R&amp;A\u2019s aspirations to grow the global game &#8211; it is also a key driver for the event\u2019s commercial value. Any sport that can authentically ignite the passion of fans will naturally increase it\u2019s value to media and commercial partners. The strongest connections are built when a sport can offer fans an authentic reason to care.\u00a0 Shared nationalities, experience, heritage and history are perhaps consistently the biggest driver of connection between fans and sport.\u00a0 This is the reason that viewing figures for international fixtures in football can dwarf those of the club game &#8211; in England, over 30 million people tuned in to watch England\u2019s defeat against Italy in the European Championship final &#8211; well over half the population and many times more than even the most significant club games.\u00a0 Appeal at an international level has something for everyone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That fans feel connected to the action through the diversity of the field is one of the most compelling reasons to watch.\u00a0 Matching the diversity in the field with diversity in commercial partners is one of the key ways in which The Open is able to translate the global connection with fans into revenue.\u00a0 The event\u2019s global appeal creates opportunities for the sale of media and commercial rights in emerging and often lucrative markets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This opportunity is supported by the event\u2019s schedule.\u00a0 The Open is on at a time convenient for everyone &#8211; regardless of location &#8211; to watch live.\u00a0 Defending Champion Shane Lowry\u2019s final round in 2019 tee\u2019d off at 13:47 local time, making the denouement of golf\u2019s oldest event easily accessible to every single person on the planet. <\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-27  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-28  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-29  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-30  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-6334 avia-img-lazy-loading-not-6334 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-20.png\" alt='' title='pasted image 0 (20)' height=\"539\" width=\"712\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-20.png 712w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-20-300x227.png 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/07\/pasted-image-0-20-705x534.png 705w\" sizes=\"(max-width: 712px) 100vw, 712px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-31  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-32  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-33  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Providing fans with a reason to care and the convenience to watch is a powerful combination that forms the basis of The Open\u2019s continued growth trajectory. Demographics also suggest that this is a sensible strategy.\u00a0 A large proportion of the game\u2019s global fans reside outside of the USA and Europe, as does much of it\u2019s talent &#8211; 37% of the world\u2019s top players have started their careers outside of these regions while APAC accounts for 65% of the world\u2019s 250M golf fans.\u00a0 Moreover, the critical mass of these fans are youthful, digital natives and the gender split is more reflective of society than any other market. <\/span><span style=\"font-weight: 400;\">Source: GlobalWebIndex Key Demographics of Golf Fans<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Open will continue to be central to the R&amp;A\u2019s strategy of securing the game\u2019s future as a global, diverse sport.\u00a0 The connection delivered through the diversity of the field and the convenience of its schedule will help to create the commercial value needed to invest in the game\u2019s global foundations.\u00a0 So while the action at Royal St George\u2019s is sure to keep us on the edge of our seats this week, it is also playing a key role in supporting a virtuous cycle central to golf\u2019s future.<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-35  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-36  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-37  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-38  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-5831 avia-img-lazy-loading-not-5831 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/05\/Chart-1-V3-Flywheel.gif\" alt='' title='Chart 1 V3 - Flywheel' height=\"1080\" width=\"1080\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-39  el_after_av_three_fifth  el_before_av_codeblock  column-top-margin\" style='border-radius:0px; '><\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":16,"featured_media":7720,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"inline_featured_image":false,"footnotes":""},"categories":[53,55,33],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Open Championship: Connecting the world to golf - Twenty First Group Limited<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.twentyfirstgroup.com\/the-open-championship-connecting-the-world-to-golf\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Open Championship: Connecting the world to golf - 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