TSBA Group Secures 5-Year American Golf Partnership

Extensive product range to be developed for exclusive sale across American Golf’s 96 stores.

July 31, 2021

TSBA Group has secured a five-year partnership with American Golf, Europe’s largest golf retailer, to design and exclusively retail an officially licensed range of products inspired by The Open.

“We are delighted to have secured this long-term partnership between American Golf and The R&A,” says Jo Edwards, global licensing head, TSBA Group. “One of the key objectives of the licensing program is to make The Open accessible to all, 365 days of the year; American Golf’s significant retail presence will help us in this goal with a range of The Open apparel, accessories and equipment for every golfer.”

The core product range will include apparel – designed under American Golf’s Stromberg label – for men, women and children including polos, shorts, trousers and waterproofs, as well as golfing accessories and equipment including tees, golf bags, luggage and trolleys.

“Partnering with The R&A on a new range of apparel, accessories and equipment for The Open is incredibly meaningful for us,” says

Gary Favell, chief executive officer, American Golf. “This range will provide golfers of every level with the kit intended to make them feel like they’re stepping out to play at the Open Championship – affordable without compromising on quality, we will ensure that we are behind every golfer.”

Officially launching in 2022 to coincide with The 150th Open, the range will include designs celebrating this milestone in the championship’s history.

The range will be available exclusively via American Golf’s 96 stores across the U.K. and Republic of Ireland, along with its online store.

“We look forward to working with American Golf over the next five years and seeing them develop a range of exciting and affordable products for consumers of all ages ahead of The 150th Open being played at St Andrews next year,” says Neil Armit, chief commercial officer, The R&A.