Accenture joins The R&A drive
New six-year deal links one of golf’s biggest governing bodies with a global technology giant in a move aimed at modernising the sport and widening its reach.
The R&A and Accenture on Monday announced a six-year partnership that names Accenture the Official Business and Technology Consulting Partner of The R&A and an Official Patron of The Open, the AIG Women’s Open and the ISPS HANDA Senior Open through 2031.
The agreement, announced March 16 in St Andrews, Scotland, will see Accenture provide business transformation and management consulting services to support The R&A’s strategic priorities across governance, championships and the development of the sport. The companies said the partnership is designed to accelerate the use of digital, cloud, data and artificial intelligence in golf to enhance insights, operations and the experiences of fans and players.
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.”
Accenture said it will help modernise how the sport is governed, delivered and experienced, building on its work with major global sports organisations. 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 and 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 work with The R&A to activate its Patron status across the three championships, supporting the storytelling, heritage and global reach of those events.