St Andrews agrees first ever sponsor- 20 May 2009 00:00:00
St Andrews Links Trust has struck the first commercial sponsorship deal in the famous old golf course’s 600-year history after agreeing a new three-year partnership with the Allianz Group.
The deal, which marks the end of the course’s traditionally sponsor-clean approach to its commercial structure, will see Allianz sponsor the annual St Andrews Links Trophy, one of Europe’s premier amateur competitions, amongst a host of other initiatives.
St Andrews Links Trust manages the seven golf courses at the venue including the Old Course which will stage The Open Championship for the 28th time in 2010.
The decision to open the venue up to commercial sponsors could be seen as the first impact of the economic recession on the course’s traditional revenue streams such as membership and tourism.