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Highlights | Retail

TSBA GROUP SECURES PARTNERSHIP WITH EUROPE’S LARGEST GOLF RETAILER FOR THE OPEN

16 Aug - 2021

Tags from the story: American Golf, The Open, TSBA Group.

Extensive product range to be developed for exclusive sale across American Golf’s 96 stores

TSBA Group has secured a five-year partnership with American Golf, Europe’s largest golf retailer, to design and exclusively retail an officially licensed range of products inspired by The Open.

The core product range will include apparel – designed under American Golf’s Stromberg label – for men, women and children including polos, shorts, trousers, and waterproofs, as well as stylish, high-tech golfing accessories and equipment including tees, golf bags, luggage, and trolleys.

Officially launching in 2022 to coincide with The 150th Open, the range will include designs celebrating this significant milestone in the Championship’s prestigious history. Since The R&A held the first tournament in 1860, The Open has seen more than 120 golfers lift the coveted Claret Jug after facing and mastering the unrelenting challenges of The Open’s links courses.

The range, which will be available exclusively via American Golf’s 96 stores across the UK and Republic of Ireland, along with its online store, is set to appeal to golfers at every level.

Jo Edwards, Head of Global Licensing at TSBA Group said: “We are delighted to have secured this long-term partnership between American Golf and The R&A. One of the key objectives of the licensing programme is to make The Open accessible to all, 365 days of the year; American Golf’s significant retail presence will help us in this goal with a range of The Open apparel, accessories and equipment for every golfer.”

Gary Favell, CEO at American Golf said: “Partnering with The R&A on a new range of apparel, accessories and equipment for The Open is incredibly meaningful for us.  This range will provide golfers of every level with the kit intended to make them feel like they’re stepping out to play at the Open Championship – affordable without compromising on quality, we will ensure that we are behind every golfer.”

Neil Armit, Chief Commercial Officer at The R&A, said: “We look forward to working with American Golf over the next five years and seeing them develop a range of exciting and affordable products for consumers of all ages ahead of The 150th Open being played at St Andrews next year.”


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