Agency working with The R&A to develop programme around major championship.
TSBA Group has been appointed as the new licensing agency for The Open.
The company will work with The R&A – which owns and organises The Open – to create new licensing partnerships in the UK, US and China, as well as further enhancing the commercial profile of the Championship around the world.
The Championship returns to Royal Portrush Golf Club in July for only the second time in its history.
Proceeds from The Open are reinvested by The R&A into the growth and development of golf around the world, and the organisation is aiming to double its re-investment into the game over the next 10 years to £200m, with £80m of that being invested into women’s and mixed golf.
“Our key territories of focus for TSBA are UK, USA and China,” explained Jenny Brown, head of retail, merchandise and licensing at The R&A. “IMG will continue to represent The Open in Japan and Korea. Our focus moving forward will be on digital, experiential and strategic brand collaborations across multiple product categories.”
Ian Mallalue, chief executive at TSBA, added: “It is a privilege and an honour to be working with golf’s original Championship. The tournament reaches 600m households worldwide and 200m impressions across social media by fans around the world.
“We are proud to be creating unique, branded products that truly engage the audience, particularly items that will be marking the occasion of The 150th Open at the Home of Golf in St Andrews in 2021.”