The R&A ropes in Live Nation to spice up entertainment offerings

Featured Image: Aleksandar Pasaric

The R&A has brought in Live Nation to take entertainment at the Women’s Open to the next level.

The Women’s Open is one of the golf body’s flagship championships, with organisers aiming to attract new and diverse audiences by offering entertainment off-course experiences. 

In 2023, a headline performance from British singer Ellie Goulding, as well as the introduction of a Festival Fan Village, contributed to a 53% growth in attendance. With the support of Live Nation, the Women’s Open is aiming to grow this even further. 

The live entertainment company will produce the concert offering at this year’s Women’s Open, with the headliner set to be revealed in due course.

Zoe Ridgway, The R&A Championship director for the AIG Women’s Open, said: “The AIG Women’s Open aims to celebrate the world’s best golfers and to do that we have created a unique atmosphere which combines golf and entertainment in a way that attracts new audiences to the sport.

“It is a world-class Championship so it’s vital we work with industry-leading partners to elevate our off-course entertainment. We are delighted to bring this first-of-its-kind partnership with Live Nation to fruition for the 2024 AIG Women’s Open.

“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.”

James Massing, senior vice president of special operations at Live Nation, added: “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.”

The Women’s Open will take place on the Old Course in St Andrews, Scotland between August 21-25. 

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