The R&A and Accenture have announced a new six-year partnership which will see Accenture become the Official Business and Technology Consulting Partner of The R&A as well as an Official Patron of some The Open, AIG Women’s Open and ISPS HANDA Senior Open until 2031.
As the Official Business and Technology Consulting Partner of The R&A, Accenture will provide business transformation and management consulting services to support its strategic priorities across governance, championships and development of the sport by harnessing deep expertise in digital, cloud, data and artificial intelligence.
The partnership will accelerate the use of technology in golf – enhancing insights, operations and fan and player experiences – to help open the game to more people in more places around the world.
Mark Darbon, Chief Executive of The R&A, said, “Accenture has a renowned reputation worldwide for its expertise in technology, data and innovation and we see this partnership as a valuable opportunity to support our strategic priorities in golf and help shape the future of the sport.
“As both an Official Patron of our major championships and our Official Business and Technology Consulting Partner, Accenture will work closely with us to help modernise how we govern and deliver the game, while sharing our ambition to inspire people through world-class championships and showcase golf as a sport for everyone to enjoy.”
Through the partnership, Accenture will provide consultancy support to help modernise how the sport is governed, delivered and experienced, building on its track record of working with major global sports organisations to drive innovation at scale.
Mauro Macchi, CEO of Accenture in EMEA, said, “Golf is one of the world’s great global sports, with a rich history and an exciting future. We’re proud to partner with The R&A as its Official Business and Technology Consulting Partner, as well as an Official Patron of its most iconic championships.”
Matt Prebble, Head of Accenture in the UK & Ireland, added, “Together, we will apply technology, data and AI to help open the game to an even wider audience – strengthening the sport’s foundations, enhancing experiences on and off the course, and supporting The R&A’s mission to grow and evolve golf for generations to come.”
Accenture will also collaborate with The R&A to activate its Patron status across The Open, AIG Women’s Open, and ISPS HANDA Senior Open, supporting the storytelling, heritage and global reach of golf’s most prestigious championships.