The 152nd Open Championship officially tee’d off today, and continues what has been a record breaking year for prize money across golf.
The total purse for this year’s Open sits at a whopping $17 million - a $500,000 increase on last year, meaning that Sunday’s winner will take home a healthy $3.1m alongside the coveted Claret Jug.
But how do major golf tournaments consistently increase the prize money on offer? A key driver is the loyal support from some of the world’s leading brands.
Let’s take a look at both the history and context of the Open’s biggest partners👇
👔Hugo Boss
Debuting in 1985 through the sponsorship of Bernhard Langer, Hugo Boss continue to be one of golf’s most prominent partners. Nowadays, they support 11 professional golfers (including 2016 Open winner Henrik Stenson).
🏦HSBC
Entering their 13th year as a Patron of the Open, HSBC are supporting the development of the game through their Golf Roots programme, which is now the largest and most successful golf development programme in the UK. The aim is to reach 1 million children per year, whilst promoting key golfing values, such as honesty and respect.
🚗Mercedes-Benz
The automotive giant has been associated with golf for over 30 years, notably being partnered with both the Open and Masters for over a decade. Mercedes also demonstrate their commitment to golf through the MercedesTrophy, an invitational golf series for over 60,000 Mercedes-Benz owners worldwide.
💳Mastercard
A Patron of the Open since 2012 and supporter of icons like Tom Watson, Ian Poulter and Justin Rose, Mastercard aim to immerse their customers into golf through unique benefits. If you are a cardholder attending this year’s Open, look out for access to “The Mastercard Club” in the fan village, as well exclusive VIP seating.
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