The Open Championship: The future of golf is digital, but its soul is still tradition
Last week the world`s eyes turned their attention to the 153rd Open Championship – this year gracing the majestic links of Royal Portrush – and the tournament did not disappoint. Few venues capture both the raw elements of nature and the deep history of the sport quite like the Northern Irish gem.
I was lucky enough to be invited to attend and was treated to a week of world class action and reminded of the timeless beauty that defines the game of golf. The course, the atmosphere and the organisation of the tournament was exemplary and the town of Portrush embraced the thousands of fans with its warm hospitality. That said, even as throngs of spectators lined the fairways or watched with awe from around the world, the future of golf is being shaped not only by its enduring tradition but through digital innovation and the evolution of media consumption.
The digital turn in golf
The past decade has ushered in a wave of digital transformation across the sports industry and golf is no exception. For the Open Championship, the R&A has developed and implemented a truly mobile first fan experience designed to expand, enhance, and deepen relationships with fans both in person and across devices and place them at the centre of the action. The official tournament app and website are exceptional and offers everything from live scores, news, and rich media content to information about the course, gamified experiences, and retail offers.
Adding to the fan facing initiatives is the capture, collection, and analysis of on-course data which is then articulated and visualized through Live “Shotview” powered by NTT Data enabling fans to curate their experience and acquire a “player`s perspective”. This provides additional context and ensures that the sport appeals to a wider audience and the R&A have a detailed record of every shot ever played at The Open.
Social media has also democratized golf storytelling. Today`s stars are building global followings not just by winning majors, but through carefully constructed social media strategies characterized through a focus on authenticity, engaging content, and a diverse range of platforms including You Tube, Instagram, and Tik Tok.
The perfect example being Bryson DeChambeau who turned a disappointing opening round of 78 and the potential of missing the cut into a T10 place finish. He leverages his unique personality and skills to create content that resonates with a broad audience, moving beyond traditional golf content to include challenges, behind the scenes looks, and celebrity collaborations. An approach that has significantly boosted his popularity, credibility, and brand visibility.
It has become clear that fans no longer just watch the Open, we interact with it and the players, predict outcomes, and become part of the digital dialogue. In a sport once seen as conservative and exclusive, this shift and transformation is influencing the expansion of reach and relevance, especially among younger audiences.
Honouring the romance of tradition
However, with all this progress and change, it is imperative that we don`t lose sight of what makes the Open Championship and golf itself, truly unique and special. It is a sport steeped in history, where values of integrity, patience and respect for the course are paramount. Royal Portrush first hosted the Open in 1951 and it didn`t return until 2019 yet it remained an integral part of golf`s mythical landscape throughout. Why? Because, as I witnessed and experienced last week, tradition lingers in the dunes and is echoed in every shot played.
There is profound value in holding onto this romance. Golf is one of the few sports where heritage is not only remembered but physically walked and experienced. The claret jug, the iconic links, and the whisper of legends like Hogan, Nicklaus, Ballesteros, and Woods, all serve as a reminder that innovation must amplify, not erase, history.
The best of both worlds
As a marketing and communications professional with experience of working across the golf industry, I see golf standing at an extraordinary crossroads – where digital transformation and timeless tradition are not in conflict, but in collaboration. Over the past few years, the sport has shown it can evolve – bringing new formats, broader access, and a dynamic fanbase – without sacrificing the essence and values that established its global presence and popularity.
The 153rd Open Championship was more than just a major, it was a masterclass in how to honour the past while embracing the future. Its ability to captivate different generations of global fans through a carefully crafted, digitally led marketing and communications strategy must be applauded.
Final thought
We witnessed over the past four days a masterclass of golf from Scottie Scheffler who is undeniably a generational talent. As a result, there is talk of his potential ability to become a Woods like dominant force in the game through his consistency of ball striking, course management and overall focus. Whether a player can achieve what Woods did remains to be seen but Scheffler`s inspirational approach has put him in a class of his own and on the right trajectory to become one of the all-time greats.
Golf and the Open Championship are not simply surviving in the modern era, they are thriving. Because when you blend heritage with innovation, you don`t just preserve the game you future proof it.
Jamie Corr is the Managing Director Sports EMEA for Burson