The Open tees up fresh licensing push as it swings into BLE 2018

The prestigious golfing championship, The Open is teeing up an extensive licensing programme by heading to Brand Licensing Europe for the first time this year.

Staged by The R&A, the original and most widely known tournament is looking to raise its licensing profile over the coming years, launching proceedings Europe’s largest licensing show taking place in London Olympia this October.

Attendees to BLE will be welcomed to try their hand at The championship Golfer of the Year’s final putt at Carnoustie on a special putting simulator. Stand M88 will host a competition throughout the week for the number of consecutively holed putts.

Open merchandise from Hugo Boss and other prizes are on offer to those who their hand at the game.

On top of this, the world famous Claret Jug trophy will also be on show, which fans can have their picture taken with.

Commenting on the firm’s participation in BLE this year, Jenny Brown, head of retail, merchandise and licensing at the R&A, said: “We are delighted to be making this breakthrough appearance at BLE to celebrate a new, pro-active approach to our licensing business.

“We see licensing as a key vehicle to attract new fans to the sport through brand partnerships as well as a means of re-affirming the core values of The Open brand with existing fans, on a global platform.” 

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