As sport grapples with its environmental responsibilities, few events have integrated sustainability into their commercial model as effectively as The Open Championship. Long admired for its history and prestige, The Open is now setting new benchmarks for how sustainability can enhance brand value, deepen sponsor relationships, and future-proof major events.
At the heart of this transformation is a simple truth: Sustainability sells — when it’s done authentically, transparently, and with impact.
Sustainability as a Brand Magnet
Today’s sponsors want more than exposure. They seek alignment with values, measurable ESG impact, and platforms that reflect their commitments to climate action and social responsibility. For The Open, this alignment has become a clear competitive advantage.
- Mastercard has made sustainability central to its brand positioning. Associating with an event that uses renewable energy and promotes low-carbon transport reinforces its net-zero ambitions.
- Rolex, with its focus on long-term thinking and environmental philanthropy, aligns naturally with The Open’s blend of heritage and ecological stewardship.
This values-based alignment strengthens partner loyalty and differentiates The Open in a saturated sponsorship market.
Reflo and the Rise of Sustainable Brand Collaborations:
This year, The Open partnered with Reflo, the sustainable sportswear brand, to offer its merchandise at the championship for the first time. Known for high-performance apparel made from 100% recycled and responsibly sourced materials, Reflo exemplifies a new generation of brand partner: mission-driven, design-led, and aligned with global climate goals.
For The Open, this wasn’t just about adding a clothing supplier — it was about co-creating a retail experience that reflects modern values and resonates with environmentally conscious fans.
For Reflo, it was a powerful platform to activate its brand story and validate its product alongside one of sport’s most iconic institutions.
This collaboration illustrates a larger trend: sustainable start-ups and heritage events can create powerful synergies when values and vision align.
Turning Suppliers into Sustainability Partners
The Open increasingly treats its operational ecosystem as a commercial opportunity:
- HVO fuel suppliers, compostable packaging innovators, and sustainable catering firms are no longer behind-the-scenes logistics — they’re positioned as official sustainability partners.
This model gives:
- The Open: cleaner operations and innovative solutions.
- Suppliers: visibility, B2B storytelling opportunities, and association with an iconic global platform.
It’s a smart evolution — transforming supply chain logistics into strategic marketing partnerships.
Enhancing Fan Experiences and Hospitality
Sustainability doesn’t just reduce environmental impact — it also enhances the fan experience.
At recent Opens:
- Eco-conscious travel options were bundled into premium hospitality packages.
- Water refill stations, EV zones, and sustainable merchandise offered sponsors new branding touchpoints.
- Content campaigns showcased The Open’s biodiversity efforts, engaging younger, climate-aware audiences.
In this way, sustainability becomes a brand amplifier — modern, progressive, responsible — that appeals to both fans and partners alike.
Temporary Infrastructure: Circular by Design
At Royal Portrush 2025, the Open Village and support infrastructure will reflect a leap forward from 2019. Under its Green Links strategy, The Open is working with Arena Group — a global leader in modular and circular event design.
Together, they’re delivering:
- Reusable, modular infrastructure: from grandstands and signage to hospitality pods and tents.
- Community legacy partnerships: where surplus materials are donated or repurposed locally.
- Waste-to-energy pathways for non-recyclable elements — avoiding landfill altogether.
This approach doesn’t just reduce environmental footprint — it delivers commercial and reputational value, proving that temporary infrastructure can leave a lasting legacy, not a lasting waste problem.
Future-Proofing the Event
The Open’s sustainability strategy also strengthens its license to operate. Its collaboration with local authorities, conservation groups, and community stakeholders ensures it can continue returning to iconic venues like Royal Portrush.
For sponsors, this kind of planning stability and reputational resilience is a major asset.
Lessons for the Industry
The Open offers a blueprint for other mega-events:
- Don’t treat sustainability as an add-on. Embed it across operations, experience design, and commercial storytelling.
- Build commercial assets around sustainability — from branded eco-zones to climate-focused content.
- Use real data, not just PR — sponsors want measurable progress and credibility.
- Activate both local and global stories — sustainability is about carbon, yes, but also legacy, nature, and communities.
At the Sport Impact Summit, we’ll be spotlighting pioneering models like The Open — showing how sustainability isn’t just a responsibility…
It’s a business opportunity.
And one that the most forward-thinking brands and rights holders are already seizing.
To join the conversation and explore how sport can lead the global shift to sustainability, register for the Sport Impact Summit 2025.