NBC Sports Group Becomes ‘Official Media Partner’ of St Andrews Links in New Deal

St Andrews Links Trust and NBC Sports Group have announced an exclusive, long-term partnership that will designate Golf Channel as the “Official Media Partner of St Andrews Links”. St Andrews Links – known as “the Home of Golf” – is the largest public golf complex in Europe and home to seven golf courses, including the world’s oldest and most famous Links, the Old Course. With this partnership, NBC Sports will lead development of new event, programming, and content opportunities for St Andrews Links through an Official Partner model.

uan Loudon, Chief Executive of St Andrews Links and Mike McCarley, president, Golf, NBC Sports. (Photo by: Jessica Danser/Golf Channel)

“Over the past few years we have worked closely with NBC Sports Group, building a trusted relationship and witnessing first-hand the quality and commitment they have to delivering multi-channel content that engages with viewers,” says Euan Loudon, Chief Executive of St Andrews Links. “This exciting new partnership will give St Andrews an unprecedented platform with one of the world’s most prestigious media companies to reach and inspire a truly international audience. And through our partnership we will aspire to create exciting, innovative content that showcases the unparalleled history and unique relationship between golf and St Andrews, enabling more people than ever before to feel connected to the Home of Golf.”

“It’s an honor to partner with St. Andrews Links and help showcase their story to a worldwide audience, which cherishes the history of the game and its home in St Andrews,” says Mike McCarley, president, Golf, NBC Sports. “The Official Partner of St Andrews model will further expand the unique opportunities Golf Channel can offer brands that want to be associated with the prestigious history of St Andrews, as well as its place as a modern golf destination that is revered for its pure golf experience.”

The structure of the model, which will be managed by NBC Sports’ Sponsorship and St Andrews Links Commercial Teams, will provide brands with the opportunity to become Official Partners with both St Andrews Links and Golf Channel. St Andrews Links has a long-established partnership program with a limited number of renowned organizations, including global partner Allianz, Callaway, Rolex, Toro and TSI Groove and Sports, all industry leaders in their respective fields.

The game of golf was first played in the early 1400s on The Old Course at St Andrews — one of the oldest golf courses in the world. Today, St Andrews Links continues to build on its rich heritage and cherished values by managing its seven courses (Old, The Castle, New, Jubilee, Eden, Strathtyrum and Balgove) in a sustainable way and by ensuring those courses are open to all. More than 230,000 rounds of golf are played on the seven courses each year, and St Andrews has hosted The Open Championship 29 times since 1873 — more than any other course on The Open rota. I

This partnership further deepens NBC Sports’ relationships with major golf organizations. In 2016, NBC Sports kicked off its long-term coverage agreement with The R&A, which oversees The Open, golf’s oldest championship, The Senior Open and Women’s British Open. Additionally, Golf Channel is home of the European Tour, which hosts events globally, including the Alfred Dunhill Links Championship, which utilizes the Old Course at St. Andrews.