GBR Tuesday | £213 Million and Counting: The Open Championship’s Golden Touch on Northern Ireland
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
I hope you are all well and enjoyed a good start to the week.
This week, we see the co-sanctioned Genesis Scottish Open, played over The Renaissance Club in East Lothian, Scotland. The tournament is of extra importance to me because I’m from East Lothian, and the area is very special as a golfing destination.
I covered the region of East Lothian in a previous edition of GBR, outlining the depth and quality of golf courses available in a small geographical area close to Edinburgh.
I played The Renaissance Club a few weeks ago, and the course is maturing exceptionally well, considering the course is still less than 20 years old and exposed to everything the Scottish weather can throw at it.
Data has just been released, which shows the economic impact of the Genesis Scottish Open, which is our top story in our industry section.
Events at The Renaissance Club this weekend build the scene for the following week’s Open Championship at Royal Portrush. We’ll take a closer look at how the Open has become an economic juggernaut in recent years, comparing how it has grown from the last time the championship was played on the fabled Northern Irish links in 2019.
In our industry section, we’ll take a look at a new partnership between the NGF and KoneTiQ, along with a steep rise in green fees at some of the U.K.’s premium golf courses.
We have our usual sections, including:
Industry
Circuits
Equipment
People To Watch
Beyond the Claret Jug: The Open’s £213 Million Legacy for Northern Ireland
INDUSTRY
NGF PARTNERS WITH KONETiQ TO ENHANCE DIGITAL GOLF MARKETING THROUGH PRECISION TARGETING
The National Golf Foundation (NGF) has announced a strategic partnership with digital marketing firm KONETiQ, combining NGF’s golfer behavior data with KONETiQ’s direct-access media capabilities to deliver target-specific, performance-driven campaigns across major platforms like Netflix, Hulu, and Spotify. This collaboration positions the NGF as a leader in the golf industry’s data-powered marketing segment, allowing golf brands to engage specific, high-value consumer segments—such as affluent female golfers actively shopping for clubs—with unmatched precision. KONETiQ’s ability to bypass third-party intermediaries provides enhanced media efficiency and value, making elite-level digital marketing strategies more accessible to golf companies of all sizes.
Born from a successful joint initiative supporting the “Make Golf Your Thing” campaign, which reached nearly 3 million minority non-golfers and drove over 250,000 unique course visits, the partnership has already proven its potential to grow the game inclusively and impactfully. With case studies showing campaign results three times higher than industry benchmarks, this alliance offers both small businesses and major brands unprecedented access to NGF’s proprietary audience data and KONETiQ’s robust media buying power. Together, they aim to raise the bar across golf marketing by enabling smarter, more efficient, and more effective audience engagement that reaches far beyond traditional boundaries. More details of the merger are on the NGF’s website, which you can view here.
GENESIS SCOTTISH OPEN DELIVERS £19.2M ECONOMIC BOOST TO SCOTLAND IN 2024
The 2024 Genesis Scottish Open delivered a net economic impact of £19.2 million to Scotland, with £10.8 million generated directly by visitors and 234 jobs supported across the country, according to new research by MKA Economics. Held at The Renaissance Club in North Berwick, the Rolex Series tournament attracted 76,024 spectators over four days, highlighting its growing influence on Scotland’s sporting and tourism landscape. East Lothian alone saw £7.8 million in economic benefit—an increase of 32% from 2019—and 97 jobs supported locally. Co-sanctioned by the DP World Tour and PGA Tour, the event continues to draw top global talent, such as Scottie Scheffler and Rory McIlroy, helping to raise spectator numbers, with Genesis, the luxury automotive brand, remaining as the title sponsor.
In addition to its economic contribution, the tournament reinforces its social and environmental legacy through the DP World Tour’s Golf for Good initiative. Programmes such as Golf Futures, which introduce schoolchildren to careers in golf, and the Green Drive sustainability campaign—including nature trails, cleaner energy use, and a Sustainable Golf Symposium—have become central to its impact. VisitScotland Director Rob Dickson praised the event for showcasing Scotland’s hospitality, landscapes, and global tourism appeal. At the same time, Business Minister Richard Lochhead hailed the tournament as a key fixture in the country’s sporting calendar. More details are available through MKA Economic’s link with the DP World Tour here.
COURSEREV.AI LAUNCHES PRIORITEE TO TRANSFORM TEE SHEET MANAGEMENT AND BOOST COURSE REVENUE
Courserev.ai has unveiled Prioritee, a new AI-powered module designed to help golf courses streamline tee sheet management, reduce no-shows, and capture additional revenue. Now available as an add-on for existing Courserev customers, Prioritee integrates seamlessly with the company’s Voice Concierge, Chatbot, and Web Booking systems. Key features include automated waitlist notifications, personalized playing preference alerts, future tee time demand tracking, and AI-driven reminders via email, SMS, or phone to curb no-shows. The platform also enables courses to monetize high-demand slots with prepaid bookings and priority access. “Prioritee gives operators a smart toolkit that boosts efficiency while also improving the player experience,” said Manna Justin, CEO of Courserev.ai, positioning the tool as a comprehensive solution for modern course management. More details and how to organise a demo of Prioritee can be found here.
UK GREEN FEES SOAR AS AMERICAN GOLF TOURISTS LOOK TO SOUTHWEST ENGLAND FOR VALUE
Green fees at the UK’s top golf courses are rising at four times the rate of inflation, with new research showing a 10.7% increase over the past year alone. According to golf travel expert David Jones, the average fee to play a top 25 UK course now stands at £352, up from £318, while the average for a top 100 course has reached £237. Amid record demand and limited tee time availability at marquee venues—some now charging over £1,000—American golfers are increasingly looking to southwest England for quality golf at more accessible prices. Golf Tourism England is championing the region, with CEO Andrew Cooke urging clubs and local businesses in Devon and Cornwall to seize the moment as U.S. golf tourism rebounds. With American visitors contributing £79 million annually to the Irish economy, the hope is that southwest England can attract a growing share of this lucrative market. Details taken from Alistair Dunsmuir’s story in The Golf Business.
TROON SELECTED TO MANAGE THE CLUB AT CRESTED BUTTE IN COLORADO
Troon has been appointed to oversee operations at The Club at Crested Butte, a premier semi-private club located at 9,000 feet above sea level in Colorado’s Rocky Mountains. Under the guidance of Troon Privé, the company’s private club division, Troon will manage all aspects of the club’s operations, including agronomy, food and beverage, ski services, and membership development. The Club features a Robert Trent Jones II-designed, 7,208-yard championship golf course, consistently ranked among Colorado’s top public-access layouts by Golf Digest. Beyond golf, members enjoy year-round outdoor recreation, a state-of-the-art Skyland Clubhouse with tennis, pickleball, Nordic skiing, and an exclusive ski-in/ski-out facility at Crested Butte Mountain Resort. Troon Vice President David Stinson emphasized the company’s commitment to service excellence and enhancing member experiences, while Club General Manager Brad Bogard welcomed the partnership as a strategic move to elevate offerings and operations across all areas of the club. More details of Troon’s management plans for Crested Butte can be found here.
BUFFALO GROUPE ACQUIRES OSWEGO CREATIVE TO EXPAND VIDEO STORYTELLING CAPABILITIES
Buffalo Groupe, LLC has announced the acquisition of Oswego Creative, a Golden, Colorado-based video production studio with more than 30 years of experience in branded storytelling and visual strategy. Operating under the Oswego Studios name, the nine-member team will join forces with Buffalo’s creative division to deliver enhanced video content for clients across golf, hospitality, real estate, and beyond. Founded by Bob Mizke and now led by Kathryn and Dominic Giarratano, Oswego expands Buffalo’s reach into new industries while reinforcing its mission to serve premium lifestyle brands. Buffalo CEO Kyle Ragsdale described the acquisition as a natural evolution of the firm’s strategy to connect escape-driven industries with engaged consumers. The move adds to Buffalo Groupe’s growing network of specialized agencies. It strengthens its position as a leader in marketing in its key areas of focus, namely, golf, real estate, and travel. More details of the Buffalo Groupe’s acquisition of Oswego Creative can be found in the full press release on The First Call Golf.
CIRCUITS
MAVERICK McNEALY DEFENDS PGA TOUR CHANGES AHEAD OF 2026 SEASON SHAKEUP
PGA Tour winner Maverick McNealy has publicly backed the Tour’s upcoming eligibility overhaul, set to take effect in 2026, which will see full exempt status shift from the top 125 to the top 100 players in the FedEx Cup standings. Speaking at the Genesis Scottish Open, McNealy—currently 11th in the FedEx Cup and a member of the Player Advisory Council—argued the change creates a fairer system by ensuring those who earn their card gain a full season of starts, a key factor for consistency and career development. While veteran Lucas Glover recently criticized the move as “short-sighted,” claiming it restricts access and weakens competition, McNealy countered that a smaller, stronger field delivers better events and clearer pathways for emerging talent. He also expressed enthusiasm for the return to a traditional 72-hole stroke play format at the Tour Championship, where he’s poised to make his debut after a career-best season that included his maiden victory at the RSM Classic and a rise into the top 10 of the world rankings. McNealy’s views are shared in John Turnbull’s article for Bunkered.
GENESIS SCOTTISH OPEN OFFERS FINAL PATH TO THE OPEN AT ROYAL PORTRUSH
This week’s Genesis Scottish Open at The Renaissance Club will serve as the final gateway to The 153rd Open Championship, offering three final qualifying spots to the highest-placed finishers not already exempt. Co-sanctioned by the PGA Tour and DP World Tour, the tournament concludes a 14-event Open Qualifying Series that has already seen 44 players from 11 countries secure their place in the field for Royal Portrush. With the Claret Jug on the line next week in Northern Ireland, the stakes are high for those still chasing a Major start. The DP World Tour has the current list of exempt players and the qualifying criteria for The Open Championship.
MOROCCO SECURES TWO-YEAR EXTENSION TO HOST INTERNATIONAL SERIES GOLF TOURNAMENT
Morocco will continue to feature prominently on The International Series calendar following a new two-year agreement with the Royal Moroccan Golf Federation, reaffirmed under the continued patronage of the Royal Family. Announced during this year’s International Series Morocco at Royal Golf Dar Es Salam—won by Zimbabwe’s Scott Vincent—the deal ensures the tournament’s return through 2026 and underscores Morocco’s growing influence as a golf destination in North Africa and the MENA region. With robust support structures in place, including two Asian Development Tour (ADT) events and initiatives to elevate grassroots participation, the country is fast becoming a launchpad for emerging talent. The 2025 edition attracted 13 Arab Golf Federation players, including eight Moroccans, and served as a key opportunity for regional players to gain access to the LIV Golf-linked circuit. Officials from The International Series and the Royal Moroccan Golf Federation hailed the extension as a strategic milestone for expanding golf’s reach and competitiveness across the region. More details can be found at LIV Golf.
LPGA LAUNCHES COLLEGIATE ADVANCEMENT PATHWAY TO FAST-TRACK TOP NCAA TALENT
The LPGA Tour has introduced the LPGA Collegiate Advancement Pathway (LCAP), a new initiative aimed at creating a streamlined route for elite NCAA Division I golfers to transition into the professional ranks. Under the program, the top 10 players in the LCAP rankings at season’s end will earn membership on the Epson Tour, the LPGA’s official qualifying tour. Designed to recognize sustained collegiate excellence, LCAP builds on last year’s LPGA Elite Amateur Pathway (LEAP) and further strengthens the league’s commitment to nurturing future stars. Eligibility requires players to maintain amateur status, meet academic and competition benchmarks, and apply by July 22. Rankings will be based on a two-year cycle, culminating at the NCAA Division I Individual Championship and factoring in both collegiate and World Amateur Golf Ranking-recognized events. LPGA interim Commissioner Liz Moore emphasized the tour’s dedication to supporting rising talent through structured, merit-based opportunities. More details on the qualifying criteria can be found on the LPGA’s website.
EQUIPMENT
TOUR-LEVEL LOOKS WITH GAME-IMPROVEMENT FORGIVENESS: PING LAUNCHES i240 IRONS
PING has unveiled the new i240 irons, a players-style model engineered to deliver the precision and feel demanded by elite golfers, while offering the launch, forgiveness, and distance benefits often found in game-improvement designs. Now available for custom fitting worldwide, the i240 irons feature a traditional cavity-back shape enhanced by activated elastomer technology and perimeter weighting, which lowers the center of gravity and increases MOI for higher, more controlled launch and tighter dispersion. Tour-inspired elements include updated face grooves for increased spin from fairways and a refined sole design to promote clean turf interaction. With multiple shaft and loft configurations, and an MSRP starting at $217 (£160, €190) per club, the i240 irons cater to a broad spectrum of players seeking blade-like aesthetics with added forgiveness for more consistent scoring. Full details, including different shaft and grip options, are available at Ping Golf.
PEOPLE TO WATCH
JUDY RANKIN AWARDED HONORARY DOCTORATE BY UNIVERSITY OF ST. ANDREWS. The legendary LPGA champion and trailblazing broadcaster was honored with a Doctor of Laws (LLD) degree. Rankin, 80, described the experience as “a dream,” recalling her disbelief when she first received the email from the university last December. With 26 LPGA victories and decades of broadcast excellence—including coverage of five Open Championships at St. Andrews—her contributions to golf were celebrated on one of the sport’s most historic stages. To read more about Rankin’s achievements in golf, click here to read Sarah Kellam’s article on the LPGA Tour website.
CHARLEY HULL LEADS JUNIOR CLINIC TO PROMOTE INCLUSION AT GOLF IRELAND ACADEMY. Held at the Golf Ireland Academy, the clinic featured interactive drills, skills challenges, and a Q&A led by PGA coach Callum Slater, with Hull mentoring juniors and elite adaptive golfers.
Fresh off a fourth-place finish at the KPMG Women’s Irish Open, Hull shared short-game tips, signed autographs, and inspired the next generation of inclusive golf talent. Golf Business News.FOLDS OF HONOR ESTABLISHES NICK DUNLAP SCHOLARSHIP AT UNIVERSITY OF ALABAMA. The foundation has named an educational scholarship after PGA TOUR winner and Alabama alum Nick Dunlap, following his historic 2024 victory at The American Express as an amateur.
The first recipient, Kylie Baldeosingh, a recent Alabama graduate, will pursue graduate studies in communication disorders in Tuscaloosa.
Kylie and her two sisters are all Folds of Honor scholarship recipients, exemplifying the foundation’s mission to support families of military and first responders through education. More details are available on the PGA Tour website.MATT TAYLOR HONORED WITH PRESIDENT’S AWARD FOR LIFETIME SERVICE BY FLORIDA GCSA. A respected figure in golf course management, Taylor has overseen operations at Royal Poinciana Golf Club in Naples since 2000. His decades of leadership include serving as past president of the Everglades GCSA, Florida GCSA, and the Florida Turfgrass Association. Previously recognized with the Florida GCSA’s Distinguished Service Award and the Florida Turfgrass Association’s highest honor, the Wreath of Grass, Taylor’s legacy continues to shape the industry across the state. More details on Taylor’s award and career in golf can be found in Golfdom’s article here.
Beyond the Claret Jug: The Open’s £213 Million Legacy for Northern Ireland
From July 17 to 20, Royal Portrush will stage the 153rd Open Championship, the first held in Northern Ireland since 2019, when home favorite Shane Lowry captured an emotional victory.
It will welcome a record-setting 278,000 spectators, making it the largest‑ever sporting event in Northern Ireland.
These figures aren’t just a triumph for the sport—they mark a watershed moment for the local and regional economy.
Economic Impact: Beyond Turf and Tees
Independent assessments by Sheffield Hallam University’s Sport Industry Research Centre forecast that the 2025 Open will generate a total economic benefit of £213 million, of which £63 million will be fresh, direct spending within Northern Ireland and the remainder (£150 million) accrued as “destination marketing value” from global broadcast and digital coverage. (Bunkered.com)
This is a leap well beyond the numbers from 2019, when Portrush drew 237,750 fans and delivered approximately £82.3 million in combined direct and media value (£45 million direct, £37.3 million in equivalent media exposure).
For perspective, the 2023 Open at Royal Liverpool generated £187 million in total benefit (£43.2 million direct spend plus £144 million branding and broadcast value).
Scotland’s Troon staging in 2024 injected over £303 million into the national economy (£87.3 million direct + £216 million marketing).
Clearly, the Open continues to deliver transformational economic returns.