LOS ANGELES (CelebrityAccess) — Dwell Nation and The R&A, the governing physique for aggressive golf occasions exterior of the U.S. and Mexico, introduced a brand new partnership to assist develop the game’s international viewers.
Beneath the phrases of the deal, Dwell Nation will work with R&A to develop leisure choices at main golf occasions, together with the AIG Girls’s Open, R&A’s showpiece occasion for fostering range throughout the golf world.
In keeping with Dwell Nation, the addition of a live performance by Elle Golding and the introduction of a Pageant Fan Village on the occasion helped to drive attendance development by greater than 53% in 2023.
“The AIG Girls’s Open goals to have a good time the world’s greatest golfers and to do this now we have created a singular ambiance that mixes golf and leisure in a approach that pulls new audiences to the game,” mentioned Zoe Ridgway, Championship Director – AIG Girls’s Open at The R&A. “There’s an enormous vitality and momentum behind girls’s sport proper now which provides golf an thrilling alternative that we’re embracing for the AIG Girls’s Open. This 12 months’s Championship will as soon as once more interact and encourage the following era of followers who will form the way forward for golf.”
“It’s a privilege to be working with The R&A to have a good time the world’s greatest golfers and develop an leisure providing that drives into The R&A’s development aims. To make use of Dwell Nation’s capabilities and experience inside a sports activities surroundings is a superb alternative and we stay up for establishing a best-in-class expertise for followers and artists alike,” added James Massing, SVP Particular Operations at Dwell Nation.
The 2024 AIG Girls’s Open takes place on the Previous Course in St Andrews, the world’s most prestigious golf course – between 21-25 August 2024 and can function the highest 50 gamers within the Rolex Girls’s World Rankings.