American Express has announced a new partnership with the iconic St Andrews golf course, expanding its sports sponsorship portfolio. The deal will offer Amex cardholders access to tee times on the Old Course starting in 2027.
This partnership signifies American Express's strategic expansion into high-profile sporting events and venues, aiming to enhance its brand appeal and offer exclusive benefits to its premium cardholders, while also supporting the legacy and visitor experience of a globally recognized golf destination.
American Express has announced a new partnership with the historic St Andrews golf course, further broadening its involvement in the sports sector. This collaboration places the renowned Scottish golf destination under the same sports sponsorship umbrella as entities like the NFL, Formula 1, Wimbledon, and Premier League club Brighton and Hove Albion.
Under the terms of the agreement, eligible American Express cardholders will be granted access to tee times on the iconic Old Course. The financial services firm has emphasized that this initiative will not negatively impact local residents' access to the course. Fan packages are slated to be available starting in 2027, coinciding with St Andrews' hosting of the 155th Open Championship.
Shiz Suzuki of American Express stated, "Golf and premium travel continue to be passions of our card members globally, and there are few places in the world more legendary than St Andrews." He added, "We’re proud of this first-of-its-kind partnership with St Andrews Links Trust to provide the meaningful access American Express is known for, and to create new ways for eligible members to not only experience this historic destination, but also to play at the home of golf."
This move follows American Express's recent replacement of Visa as an NFL partner and its existing golf sponsorships, including the U.S. Open and a PGA Tour event in California. The company also holds a prominent deal with Brighton and Hove Albion, serving as the front-of-shirt sponsor and stadium naming rights holder.
James Ralley, commercial director at St Andrews Links Trust, commented, "St Andrews Links has welcomed golfers from around the world for generations, and we are continually looking for ways to enhance the visitor experience and connect with new audiences internationally." He further noted, "We are delighted to work with American Express on this unique partnership that will help introduce more golfers to St Andrews Links and support more investment into the Home of Golf."