Adidas teams up with R&A to become official licensee of British Open
The R&A, the organiser of golf’s British Open, has agreed a multi-year partnership with German sportswear giant Adidas.
Under the deal Adidas Golf, Adidas’ dedicated golf brand established in 2017, becomes an official licensee to the British Open through 2022 and will supply its high performance clothing to The Open Shop.
Jenny Brown, head of retail, merchandise and licencing at The R&A, said: “Adidas is not only the original sports brand, but they are devoted to overall initiatives like sustainability, inclusivity and changing lives through sport.
“All of these focus areas align with The R&A’s purpose to ensure that golf is more accessible, appealing and inclusive both now and in the future.”
Adidas has previously sponsored some of the world’s best golfers, including Dustin Johnson, Xander Schauffele, Justin Rose, Retief Goosen, Sergio Garcia and Jim Furyk.
Andrew Law, managing director at Adidas Golf EMEA, said: “The Open and Adidas Golf share similar values and are of course passionate about the sport of golf. We look forward to growing out partnership.”
This year’s British Open was slated for mid-July at Royal St. Georges in Kent, south-east England, but was cancelled in early April due to the coronavirus pandemic.
Instead the R&A teamed up with sponsors HSBC and NTT Data, production partner IMG Productions and Two Circles, the data-driven sports agency, to organise virtual event ‘The Open for The Ages’ to replace the tournament.