St Andrews Links Trust and the Allianz Group have announced a new, exclusive global partnership, the first in the 600-year history of the ’Home of Golf‘.
The Trust, which manages the seven golf courses at the Links including the Old Course and The Castle Course which opened last year, and Allianz, one of the world’s leading financial services providers, agreed on a three-year strategic collaboration aimed at strengthening the brands and profiles of the two organisations.
To celebrate the partnership, a new state-of-the-art microsite went live today. Hosted at www.allianz.com/sal the site is designed to invite visitors from around the world to experience the unique spirit of the Links online.
Allianz will also sponsor the annual St Andrews Links Trophy, one of Europe’s premier amateur golf tournaments, and will support the work of the Links Trust in maintaining the courses and the historic coastline, which is subject to erosion.
The new partnership comes ahead of the 28th staging of The Open Championship over the Old Course in 2010. The annual pro-am Alfred Dunhill Links Championship is also staged over the Old Course. An Allianz Tournament is planned at The Castle Course.
Steven Althaus, senior vice president global brand management and strategic partnerships, Allianz, said, “There are few places in the world with as much history, tradition and sense of community as St Andrews Links. Allianz is proud, as one of the world’s leading global financial services companies to partner with the world’s most important golf community.”
Alan McGregor, CEO St Andrews Links Trust, commented, “This is a ground-breaking move for St Andrews Links and we are delighted to be partnering with an organisation that, like our own, combines heritage with dedication to excellence. Golf is becoming very popular around the world and working closely with Allianz will ensure we welcome many more people from many new countries to the ‘Home of Golf‘.”
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