Browsing Golf Industry NewsVIEW ALL

The R&A reveals brand identity & vision to modernise golf

POSTED ON September 12, 2018 @ 7:55 pm

The R&A is looking to the future as it sets out its vision as a global leader in golf, working collaboratively to ensure the long-term success of the sport.

A new chapter begins in the long history of the St Andrews-based governing body today with the unveiling of a new brand identity and a “playbook” outlining its vision, purpose and values. The new brand is the culmination of The R&A’s work in the last three years to modernise golf and change perceptions of the sport.

The R&A’s vision is to lead by example as a global organisation, working collaboratively with its partners in the sport, that is renowned for its governance work and staging of world class professional and amateur championships. The organisation also aims to become financially stronger and will invest £200 million in developing golf over the next decade.

The playbook sets out The R&A’s purpose: to make golf more accessible, more appealing and more inclusive and to be responsible for upholding the traditions of golf while embracing change and breaking down barriers to progress. Its core values are: courage to act in the best interests of the sport; integrity in acting fairly and equally; and inclusivity in growing the sport through achieving greater diversity.

Martin Slumbers, Chief Executive of The R&A, said, “Our new brand brings together everything we have done over the last three years on ways to modernise golf and take the sport forward. We listened to our partners and the organisations and individuals we serve to help us determine what we should seek to achieve as custodians of golf. The message came through very clearly that we have a global role to play in leading the sport, while working collaboratively with our partners and international affiliated organisations to grow and nurture golf to ensure that it continues to thrive in 50 years’ time.”

The R&A is involved in a range of initiatives to broaden golf’s appeal and address some of the challenges facing the sport. Working with the USGA, the Rules of Golf have been modernised and updated for 2019 and a new World Handicap System is being developed to create a consistent measure of playing ability for all golfers, regardless of nationality, ability, age or gender.

In June, The R&A introduced the first ever Women in Golf Charter as part of its drive to increase the number of women and girls participating in golf and to encourage more opportunities for women to work within the golf industry. Two new elite amateur events have been introduced: the Women’s Amateur Asia-Pacific and Girls Under-16 Championship.

Evolving from the previous R&A mark, the new brand identity retains the R&A blue but utilises a secondary colour palette to represent its strategic functions: governance, The Open, commercial, amateur golf, relationships, development and sustainability.

The R&A playbook can be downloaded at www.randa.org. The new brand identity is being rolled out through a digital and social media campaign on The R&A’s platforms and to coincide with the release of the 2019 edition of the Rules of Golf.

Comments are closed.


CLICK HERE TO Sign Up for the GIC Newsletter for all the latest Industry News.

Grow the Game Central Golf Recruitment Central Golf Marketing Central

JOB: Customer Service Representative – Mizuno (Melbourne)

Our Company Throughout our history, Mizuno has believed...

Crowd-less golf event

Are crowd-less golf events the new normal?

As published in Golf Business Australia Needless to...

(ONLINE WORKSHOP) – Reaching your customer /member goa...

This 1.5 hour interactive online workshop is being...

Terrace Downs acquire for 6.6m following owner's Coronavirus death

Canterbury golf course

Following the tragic death of former owner Hiroshi Hasegawa earlier this year, one of Canterbury’s top golf courses has now been sold...

Warrnambool Golf Club welcomes Brenton Clarke as new Course Super

Warnambool Golf Club

The Warrnambool Golf Club has announced the appointment of Brenton Clarke as the clubs new Course Superintendent. Brenton will commence in his...

NZ: The NZPGA has announces move to North Shore Golf Club...

The PGA (Professional Golfers’ Association) of NZ has announced that from 1st August 2020 it will be based at Auckland’s North Shore...

NZ: Billionaire’s golf tourism vision for Mangawhai region...

Build it and they will come. A US billionaire’s plan to build more golf courses in Mangawhai to attract tourists rolls on...

Terrace Downs acquire for 6.6m following owner's Coronavirus death

Canterbury golf course

Following the tragic death of former owner Hiroshi Hasegawa earlier this year, one of Canterbury’s top golf courses has...

Thank a Superintendent on 23 September

Thanks your super

As a healthy outdoor activity that can adhere to social distancing requirements, golf has seen a worldwide resurgence in...

Sentosa to become first Asian club to use food waste as fertiliser

Sentosa

Sentosa Golf Club is set to install two digesters that will make it the first club in Asia with...

Hong Kong Golf Club appoints new Course Manager

Darry Koster has been appointed to the role of Courses Manager at the Hong Kong Golf Club (HKGC). A...

Leishman Lager to go national with Walkinshaw promo partnership

Leishman lager

First Australian golf beer Marc Leishman and his brand Leishman Lager have partnered with leading golf distributor Walkinshaw Sports...

Video: New AGIC film to promote golf's mental health benefits

Tee your mind

In a bid to showcase golf’s many benefits for the body and mind, the Australian Golf Industry Council (AGIC)...