American Express tees up golf’s St Andrews as it expands its sports portfolio

American Express has announced a partnership with the renowned golf course, St Andrews Links, as it broadens its sports portfolio. The St Andrews Links will join an exclusive group of sports sponsors that include the NFL, Formula 1, Wimbledon, and Premier League club Brighton and Hove Albion. The agreement will grant American Express cardholders access to tee times on the historic Old Course.

However, the financial services company assures that this arrangement will not affect locals' access to St Andrews. Fan packages will become available in 2027, coinciding with the 155th Open Championship hosted by the prestigious golf destination. Shiz Suzuki, an American Express executive, expressed enthusiasm about the partnership, stating that golf and premium travel are passions of their global card members, and St Andrews is a legendary place.

The company aims to offer eligible members meaningful access to this historic location and create new experiences for them. American Express has already replaced Visa as the NFL's long-standing partner during the recent American football season. The firm is also involved in golf through the US Open and as a title sponsor of a PGA Tour event in California.

One of its most recognizable deals in the United States is the front-of-shirt sponsorship and stadium naming rights for Brighton and Hove Albion. St Andrews Links Trust commercial director, James Ralley, expressed delight at the unique partnership with American Express, which aims to enhance the visitor experience and connect with new audiences globally.