LOS ANGELES (CelebrityAccess) — Live Nation and The R&A, the governing body for competitive golf events outside of the U.S. and Mexico, announced a new partnership to help expand the sport’s global audience.
Under the terms of the deal, Live Nation will work with R&A to expand entertainment options at major golf events, including the AIG Women’s Open, R&A’s showpiece event for fostering diversity within the golf world.
According to Live Nation, the addition of a concert by Elle Golding and the introduction of a Festival Fan Village at the event helped to drive attendance growth by more than 53% in 2023.
“The AIG Women’s Open aims to celebrate the world’s best golfers and to do that we have created a unique atmosphere that combines golf and entertainment in a way that attracts new audiences to the sport,” said Zoe Ridgway, Championship Director – AIG Women’s Open at The R&A. “There’s a huge energy and momentum behind women’s sport right now which gives golf an exciting opportunity that we are embracing for the AIG Women’s Open. This year’s Championship will once again engage and inspire the next generation of fans who will shape the future of golf.”
“It is a privilege to be working with The R&A to celebrate the world’s best golfers and develop an entertainment offering that drives into The R&A’s growth objectives. To use Live Nation’s capabilities and expertise within a sports environment is a great opportunity and we look forward to establishing a best-in-class experience for fans and artists alike,” added James Massing, SVP Special Operations at Live Nation.
The 2024 AIG Women’s Open takes place on the Old Course in St Andrews, the world’s most prestigious golf course – between 21-25 August 2024 and will feature the top 50 players in the Rolex Women’s World Rankings.