Agency further expands its sports line-up, adding the Home of Golf to its client roster.
The Home of Golf – St Andrews Links – has appointed The Point.1888 as its brand extension partner.
The addition further expands the agency’s growing roster of sports brands – led by Hannah Stevens, head of retail and sports – which also includes Williams Racing, Team GB and the British and Irish Lions.
With seven courses spanning nearly 1,000 acres, SAL is at the top of every golfer’s wish list. More than 230,000 rounds of golf are played on the courses every year by golf fans flocking from all over the world.
By appointing The Point.1888, it is seeking to ramp up its brand licensing activity, going beyond the golf accessories and gifting markets to new categories that will offer their loyal and older demographic, as well as younger generations across the world, a small piece of 600 years of history.
Keen to explore fashion apparel, homeware, stationery, personal care, toys and games, as well as alcoholic beverages and confectionery, SAL is looking to develop product ranges that capture the heritage and tradition of the Links while still bringing a feeling of fun and timeless style that lasts and endures.
It will also drive awareness ahead of The Open, the biggest golfing competition in the calendar, which will be returning to St Andrews in 2022 for the 150th anniversary of the tournament and the 30th time it will have been played at SAL.
“With The Point.1888, St Andrews Links knew they were getting an agency with an unconventional approach who really understands their unique high end brand and knows how to find the best opportunities at retail,” commented Hannah. “We’re really excited about the collaborations that we can work on together.
“St Andrews Links creates such an opportunity with the popularity of golf skyrocketing amongst younger demographics, but also because we pride ourselves on working with brands with purpose. The Links’ values mean they take real pride in being active and supporting members in the community, for instance their fantastic junior golf programme, which gives free golf to children in the town.”
Danny Campbell, commercial director at SAL, added: “We have more than 600 years of history and our brand reflects golf’s values of integrity, collaboration and the pursuit of excellence. We had to make sure that the agency we chose shared those values and could match our ambition with their ideas, creativity, experience and passion. I know we’re in very good hands.”
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