Accenture has signed a six-year deal with The R&A, becoming its official business and technology consulting partner and an official patron of golf’s most prestigious tournaments.
The partnership covers the The Open, AIG Women’s Open and ISPS HANDA Senior Open through 2031, combining consultancy expertise with support for the heritage and global reach of these iconic events.
Accenture will bring digital, cloud, data and AI expertise to help modernise governance, enhance operations and improve experiences for both fans and players.
The consultancy will also support business transformation initiatives across The R&A’s championships and sport development programs.
The partnership aims to accelerate the use of technology in golf, opening the game to more people, in more places, while driving innovation at scale.
Through its Patron role, Accenture will work on storytelling and heritage projects, helping to showcase the tournaments’ traditions while engaging a global audience.
Mauro Macchi, CEO of Accenture in EMEA, said: “Golf is one of the world’s great global sports, with a rich history and an exciting future,
“Together, we will apply technology, data and AI to help open the game to an even wider audience – strengthening the sport’s foundations, enhancing experiences on and off the course, and supporting The R&A’s mission to grow and evolve golf for generations to come.”