Fans travelling to the 154th Open Championship at Royal Birkdale are in for a treat as Scottsdale Golf, one of the UK’s leading golf and in-store retailers, has announced its biggest and most ambitious Major Championship activation to date
With a full week of entertainment and hospitality to offer golf fans an Open experience like no other, Southport & Birkdale Sports Club – which neighbours the famous links of Royal Birkdale Golf Club – will create a central hub for golf fans during Open Championship week. Running from Monday, July 13 through Sunday, July 19, the large-scale initiative will transform the venue into a 3,000-capacity destination, designed to offer an alternative way to experience the game’s oldest Major outside the gates of the famous links where it will be contested.
As the largest open space in town and the closest fan destination to the golf course, the venue is set to become a key meeting point for golf fans during the week. Big screens will show all of the action from the tournament, as well as the FIFA World Cup semi-finals and final taking place during the week. Food and drink will be available at accessible prices, offering fans an alternative to the expected premium pricing elsewhere in the area.
At the heart of the activation is a purpose-built 60ft putting challenge, developed in partnership with Easigrass and RL Golf Construction. The experience is complemented by a two-bay Box Golf hitting zone, giving visitors the opportunity to engage directly with the game in a dynamic outdoor setting, with a L.A.B Golf 45-minute custom-fitting experience available for booking.
The site will also feature a dedicated retail space, offering limited-edition Open merchandise from leading brands including J.Lindeberg, adidas, Malbon, BOSS, Reflo and FootJoy, alongside a curated selection of Scottsdale Golf products.
Positioned as a week-long festival of golf, the activation will deliver a broad schedule of activity, including player and celebrity appearances, live entertainment, a dedicated SGTV live show, podcast recordings, plus live Q&A sessions throughout the week.
Daily giveaways will also take place, with a host of fantastic prizes to be won, including tickets to The Open.
A key moment within the schedule will be Thursday evening’s industry takeover event, which is set to welcome over 500 attendees from across the golf sector.
In addition to the interactive and entertainment elements, the venue will host a premium dining offering, further enhancing the overall experience for visitors across the week.
To add to this, Scottsdale Golf is also planning a one-of-a-kind activation that will place the spotlight on one of the region’s most famous sport stars.
Bradley Stubbs, Marketing Director at Scottsdale Golf, said: “This is the largest activation we have undertaken around a Major Championship, and it reflects our ambition to create something that genuinely adds to the week for golf fans.
“By bringing together participation, retail, entertainment and hospitality in one space, we’re delivering an experience that extends beyond the course and offers something for everyone across the week.
“We see this as an opportunity to create a central meeting point during The Open, where people can engage with the game in a different way.”
With free entry available throughout the week, the Southport activation is set to become a focal point for fans looking to experience the atmosphere of The Open in a unique and accessible environment.
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