IR&A and Fanatics, the Global Digital Sport platform, have announced an exclusive retail partnership to transform the fan experience for golf fans around the world beyond the Open and Women’s Open.
Long Term Agreement, covering Ecommerce, event and physical sales, as well as souvenir rights and licensing rights, which will be provided with an open women’s assortment, including headwear, clothing, lifestyle Collections. In addition, Natatics owns the rights to manufacture, market and sell official open adoption clothing and accessories.
Under the terms of the partnership, the fanatics have remained and will operate the R&A’s official online office, which it now lives on, as well as taking over the operation of the open-air, brick-and-mortar store in St Andrews. In addition, the fans will also sell out the event each year, including the following 152 open at Royal Troon where 250,000 fans are expected at St Andrews.
This agreement also builds on the long history of Natitics’ Established in the world of golf, and a business partner with the United States Golf Association (USGA), and as it has announced that a long-term partnership with TGL presented by Sofi, the New Tech-Forward Golf League Team is formed by Tiger Woods and Rory Mcloy’s TMRW Sports in association with the PGA Tour.
Commenting on the deal, Stephen Donward, International President of Fanatics, said: “The Open is one of the most respected events in all of sports, and we are delighted to have the opportunity to serve fans both in person, and to show their support around the world.
“Golf is approaching a new story, more inclusive and accessible to new fans of the sport. We welcome this opportunity to create new, exciting products for both current and new fans, including brand collaborations and fashion focused on fashion, lifestyle and heritage product lines. Golf fans around the world can rejoice for what will be available to them in the coming years.”
Neil Armitt, chief commercial officer at the R&A, said: “Funatics have a strong reputation and expertise in e-commerce and marketing so they are a natural choice for our targeted partnership with the Open and AIG Women’s open to fans around the world, including expanding in six languages and five currencies. We look forward to working with Fanatics in the coming years to bring the involvement of Bolster’s friends and usher in a new era of promoting our expertise on a global scale.”
Chris Smith, senior director of business development, strategy and planning at Theanatics, added: “We are delighted to be partnering with the team at the R&A, and to have the opportunity to serve open fans and open women. With our significant experience running event stores for the biggest sporting events in the world , with our leading online store technology, used by more than 900 sports partners around the world, golf fans around the world will have an unmatched experience when shopping through official open sales and AIG women’s.
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