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The R&A and Live Nation have joined forces to take one of golf’s most entertaining Championships to the next level.
The AIG Women’s Open, one of The R&A’s flagship Championships, allows the world’s best golfers to go head-to-head in the most international line-up of the year.
The Championship aims to attract new and diverse audiences by challenging perceptions of golf and delivering an exceptional off-course experience to match the unforgettable on-course action.
A headline performance from BRIT Award winner Ellie Goulding [above] and the introduction of a Festival Fan Village contributed to a 53% growth in attendance for 2023. Now, with the support of Live Nation, the AIG Women’s Open is set to reach even greater heights.
The partnership will see Live Nation produce the concert offering at this year’s AIG Women's Open. The collaboration is set to elevate the overall experience of the Championship by integrating live music performances.
The headliner for the 2024 AIG Women’s Open will be revealed soon.
Zoe Ridgway, The R&A’s Championship Director – AIG Women’s Open, said: “The AIG Women’s Open aims to celebrate the world’s best golfers and to do that we have created a unique atmosphere which combines golf and entertainment in a way that attracts new audiences to the sport.
“It is a world-class Championship so it’s vital we work with industry-leading partners to elevate our off-course entertainment. We are delighted to bring this first-of-its-kind partnership with Live Nation to fruition for the 2024 AIG Women’s Open.
“There’s a huge energy and momentum behind women’s sport right now which gives golf an exciting opportunity that we are embracing for the AIG Women’s Open.
“This year’s Championship will once again engage and inspire the next generation of fans who will shape the future of golf.”
James Massing, SVP Special Operations at Live Nation, said: “It is a privilege to be working with The R&A to celebrate the world’s best golfers and develop an entertainment offering that drives into The R&A’s growth objectives.
“To use Live Nation’s capabilities and expertise within a sports environment is a great opportunity and we look forward to establishing a best-in-class experience for fans and artists alike.”
The AIG Women’s Open will take place on the Old Course in St Andrews – the most revered venue in world golf – between 21-25 August 2024 and will feature the top 50 players in the Rolex Women’s World Rankings.