112-113_Vegas LSB_Summer 2022.qxp_NEW LSB 2008 GRID 05/05/2022 18:30 Page 112
THE BIG INTERVIEW: THE OPEN
Driving force The oldest golf tournament in the world, and arguably the most prestigious, The Open is marking the 150th playing at St Andrews this year. Ahead of the Championship teeing off in July, LSB catches up with The R&A and TSBA Group to find out more on how the licensing programme for the brand is gathering pace and how it’s looking to capture the attentions of the golfers of tomorrow.
Inset: American Golf, the biggest golf retailer in Europe, will be launching its first products in May.
men’s, ladies’ and children’s apparel, along with golf he Open is viewed as the absolute pinnacle in bags and a number of golfing accessories.” golf, so understandably it is key for the The landmark of the 150th Open also means that a licensing programme and its partners to host of licensees are launching product prior to the match this gravitas. Not only that, but 2022 marks Championship in July. These include adidas (golf the 150th year of playing of The Open at St apparel under the Adicross brand); New Era (caps); Andrews, meaning that The R&A and its licensing Manors Golf (golf apparel); Vessel (high-end golf agency, TSBA Group have plenty of aces up their bags and luggage); Wellputt (training aids); Harper sleeve for the brand. Collins (commemorative book); Dean’s of Huntley’s “The Open has so much history and so many (shortbread); Pittenweem Preserves layers to it,” begins Jo Edwards, head of (whiskey marmalade); In The Sands Golf global licensing at TSBA Group. “These (commemorative gifting); elements were translated into and the English Pewter creative assets and a style Company (traditional gifts), guide with the objective of while Playdemic will hold a developing two key areas for nine-hole, The OpenThe Open licensing branded tournament on the programme: golf specialty and Golf Clash app. commemorative and gifting. Jo offers: “Above all, we look The first focuses on building a roster for partners with whom we of licensees that are well known in can collaborate to take the the golfing world and have strong storytelling of The Open and distribution into green grass and weave this into product, sports retailers. The second packaging and promotion to capitalises on more traditional create compelling product licensing product categories to befitting of The Open and provide a presence for The Open Above Jo Edwards, head of global licensing at TSBA its heritage.” brand at high street retail.” Group, and Matt Tomlinson, head of retail, merchandise The Open is also a truly Jo continues: “In addition to this, and licensing at The R&A. international brand, as Matt Tomlinson, head of we wanted to secure a strategic retailer for the retail, merchandise and licensing at The R&A, brand - we announced last year the partnership explains: “The Open is broadcast into 198 countries with American Golf who, with 96 stores, are the and 600 million households, and golf fans travel biggest golf retailer in Europe. Their first products from around the world to be present at The Open. launch this May with a comprehensive range of
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LICENSING SOURCE BOOK EUROPE 2022
