After the thrilling and dramatic victory of Xander Schauffele at the Open Championship in Carnoustie, golf resumes its more customary pace. It's difficult to accept that there are 264 days left until the next Major, the first round of The Masters on April 7, 2025. That seems like a significant gap between Majors to me! LIV Golf is back in the UK, hosted at the JCB Golf and Country Club in Uttoxeter, England. This market town in Staffordshire is also famous for its racecourse and is the birthplace of JCB, the third-largest construction equipment manufacturer. The company was established in 1945 by Joseph Cyril Bamford, hence the name JCB. Designed by Robert Hiseman of European Golf Design and opened in September 2019, the course spans 7,308 yards and was inspired by the TPC Deere Run in Illinois, home to the annual John Deere Classic on the PGA Tour. The golf course is primarily for customers, suppliers, and employees of the company, with no focus on general fee-paying golfers. The aim has always been to host professional tournaments at JCB to promote the brand to a broader audience. The venue has already seen professional events from both the Legends Tour and the Rose Ladies Series. The Challenge Tour enters an intriguing phase, with this week marking the 16th event out of 29. This week's event is the Black Desert NI Open presented by Tom McKibben at Galgorm Castle. Joshua Grenville-Wood (UAE) is leading local interest this week, currently ranked 50th in the Road to Mallorca Order of Merit, with the top 20 at the end of the season advancing to the DP World Tour. It's fascinating to see McKibben, a highly skilled golfer currently ranked 103rd in the Official World Golf Ranking, supporting the event, along with the unique sponsorship model of a destination in Utah where ancient lava fields meet vibrant vermillion cliffs of Greater Zion. The expansive 600-acre site will host the Black Desert Championship on the PGA Tour from October 10-13, 2024, and an LPGA Tour event in 2025. Kudos to them for their innovative approach to sponsorship. The Ladies European Tour takes a break, with their next event being Golf in the Olympics in the second week of August, while the LPGA heads to Canada for the CPK Women's Open.
Text: Lara Palmer
23.07.2024
LIV Golf Returns to UK, Sponsorship Innovations Highlight Upcoming Events