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The R&A / The Open

The R&A / The Open

Seven League first started working with The Royal and Ancient Golf Club of St Andrews (R&A) in 2015, supporting the organisation with a new digital video strategy for The Open.

Since then our remit has broadened and we now support many areas of the organisation, from Commercial and Sponsorship through to Marketing and Digital Development. All with the aim of using digital to reach new audiences, engage fans and maximise revenues for the good of golf.

In 2017, we led the organisation through significant digital transformation, conducting an exhaustive review of The Open’s digital operations (audit) to identify areas of opportunity. We then helped develop a new content strategy for The Open and on the commercial side we helped the organisation understand the value of its digital inventory, redefining the way in which they collaborate with partners and patrons on digital.

In the five months leading up to the 146th Open at Royal Birkdale, Seven League embedded a content specialist within The Open’s team to lead content planning, production and distribution. We supported the syndication of content and widgets to key media partners and flexed The Open’s tone of voice on digital through a series of content planning workshops.

Targeting new fans worldwide we managed The Open’s first ever influencer campaign, bringing in Seb Carmichael-Brown to takeover The Open’s Instagram account at Royal Birkdale. This included the hugely successful ‘Sebby’s Stash’ treasure hunt which connected The Open to Seb’s large, youthful and engaged following.

All this is in addition to advising The R&A on future iterations of The Open website and app (RFP procurement processes), developing and launching The One Club (The Open’s first digital membership scheme with hugely successful name in lights activation for fans) and guiding the organisation’s overall digital strategy.

The team at Seven League have played an important role in helping The Open to create new channel and content strategies that have enabled the R&A to begin to realise the true reach the Championship has worldwide. The value we have realised from Seven League’s support has ranged from establishing just the right brand TOV online to adding value via digital activation's via our partnership relations with Patron’s and official suppliers of The Open. Crucially, their ability to become an integrated part of the marketing team has enabled us to glean additional insights that bear out the value of our investment in content as we transition to a mobile first relationship with fans of The Open.
Kevin McQuillan​, Head of Marketing