The R&A launches One Club membership initiative for golf fans worldwide

 Charley Hull of England celebrates an eagle on the 11th green on Day Four of the Women’s Open at Walton Heath Golf Club. Photo: Warren Little/Getty Images

The R&A has launched One Club, an evolution of its direct-to-consumer membership initiative designed to transform how fans and golfers around the world experience the sport year-round. Developed alongside IMG, the initiative marks the latest stage in the two companies’ long-standing partnership to drive long-term growth and enhance fan access and engagement.

One Club is free to join and provides members with a comprehensive array of year-round benefits, rewards, exclusive content and unique access to The Open, Women’s Open and other prestigious R&A Championships. This includes the launch of a global streaming service, R&A TV, powered by Endeavor Streaming. Members will enjoy enhanced viewing features including multi-view and live event replays to experience more golf content than ever before.

One Club will also offer fans experiences and access to premium coaching and playing opportunities, allowing avid golfers and fans to take their passion for the sport to the next level. Members can interact directly through the platform by providing user-generated content and sharing their own stories and experiences of golf.

Neil Armit, chief commercial officer at The R&A, said: “We want golf to be more accessible and appealing for people of all ages and backgrounds. One Club helps to achieve this by bringing fans and golfers closer to the sport they love, whether that is through the excitement and drama of our Major Championships or the enjoyment they derive from playing the sport year-round.

“We are working closely with [presenting partner] Mastercard and other partners to provide them with compelling reasons to immerse themselves in the sport by offering a unique collection of benefits and rewards that enhance their experience of golf and make them feel more connected to it. We believe that this is crucial to inspiring broader interest in the sport and fueling future growth.”

Rupert Hampel, executive vice president, media at IMG, added: “Together with The R&A, we’ve worked to deliver a programme that creates greater awareness of its professional championships all year round and provide greater value to golfers and golf fans globally. Leveraging our rich media, digital and streaming expertise across the business, we’re pleased to help The R&A deliver this innovative membership initiative that signifies the next chapter in its growth worldwide.”