Staff WriterIn a move that could rattle more clubhouse lockers than a windstorm at St Andrews, American Golf has officially signed on as the headline sponsor of the iGolf Open.
Not only does this partnership give them naming rights to the grassroots-friendly tournament, but it also swings open the clubhouse doors to thousands of independent players across England.
Now, if you’re one of the 66,000-strong iGolf subscribers, you’ll be pleased to know that American Golf is tossing in a 10% discount on your first purchase—custom-fitted clubs and all—whether you’re shopping online or venturing into one of their 80-plus stores across the UK and Ireland.
And yes, that little asterisk means you’ve got to sign up to their free AG Club, which is less hassle than trying to hole a three-footer with your mate heckling you.
For those unfamiliar with the brand, American Golf isn’t just a chain—it’s the continent’s largest golf retailer. They stock everything from the gear that helps you stripe it like McIlroy to gadgets that can’t fix your slice but will at least tell you how far offline it went.
Their ethos? Simple: golf for everyone, regardless of handicap, heritage, or how you hold the club.
“Our mission is to cater for all golfers whatever their ability, age, or play style,” said Scott Taylor, Marketing and CRM Director at American Golf. “Whether you’re a casual golfer taking your first steps onto the green, or a seasoned pro, we’ve got you covered.
As champions of independent golfers, iGolf is the perfect organisation to partner with and support us in our efforts to inspire and empower the next generation of golfers.”
The iGolf programme, created by England Golf in 2021, is already reshaping how the sport is played and perceived.
Aimed squarely at independent golfers—those folks who play without the tweed, ties, and monthly fees—iGolf now boasts more than 66,000 subscribers. Even more impressive, over 18,500 of those have since made the leap into full club membership.
That’s not a bad conversion rate, especially in a sport that’s historically been more about exclusivity than inclusivity.
Claire Hodgson, Head of iGolf, is understandably chipper about the deal. “We’re thrilled to have American Golf on board, an organisation whose vision aligns with ours in making the game inclusive and accessible for all,” she said.
“iGolf is going from strength to strength, with record months in April, May and June, and by having American Golf on board, together we can branch out to more people by finding them a place in the game, whether it’s being an iGolfer or a club member.”
The sponsorship reaches its crescendo at the iGolf Open Grand Final, scheduled for Tuesday 12 August at the National Golf Centre at Woodhall Spa—a venue that’s as revered among players as a pint at the 19th.
American Golf will be on hand with giveaways, gear, and no doubt a few promotional surprises tucked in the golf bags.
All told, it’s a partnership that makes sense—not just from a commercial standpoint, but from a cultural one.
Golf’s slow pivot toward inclusivity needs fuel. And American Golf, with its reach, retail clout, and refreshingly no-nonsense approach, seems more than ready to drive the change.
*To get your discount, don’t forget to join the free AG Club (American Golf’s member rewards programme). Otherwise, you’ll just be that person at the counter asking why your driver costs full whack.
Fore right? No—straight down the middle.
