About The Open
The Open represents the official merchandise brand of The Open Championship—golf's original and oldest major championship, first held in 1860 at Prestwick Golf Club in Scotland. Managed by The R&A (Royal and Ancient Golf Club of St Andrews), The Open Championship rotates between prestigious links courses across the United Kingdom, and its merchandise programme brings this storied heritage to golf fans worldwide. In a landmark partnership, The R&A and Fanatics (a global digital sports platform) announced an exclusive omnichannel retail and merchandising agreement to revolutionise the fan experience for millions of golf enthusiasts. This comprehensive deal covers ecommerce, event and physical retail, memorabilia, and licensing rights—offering fans the widest assortment of Open merchandise ever assembled, including headwear, apparel, lifestyle wear, and limited-edition collections. The Open merchandise portfolio extends through multiple channels and partnerships. American Golf holds a five-year agreement with The R&A to design and exclusively retail officially licensed products inspired by The Open, including apparel (in collaboration with Stromberg), golf bags, luggage, trolleys, and accessories. Recent collaborations include a limited-edition capsule collection with sustainable apparel brand Reflo for The 153rd Open Championship at Royal Portrush. For UK golfers and fans, officially licensed Open merchandise is available through the R&A Shop (shop.randa.org), The Open Shop in St Andrews, American Golf stores and website, and various UK retailers. Products range from practical golf accessories like sustainable bamboo tees to premium apparel and collector's items, all bearing The Open's distinctive branding that connects fans to 160+ years of championship history.
