The 154th Open
Client: The R&A & VisitScotland
Event: The 154th Open
Activation: Long Putt, AirClad & VisitScotland Fan Experience
Location: Royal Birkdale Golf Club, Southport, United Kingdom
The Brief
For The 154th Open at Royal Birkdale, Provision Events was tasked with delivering a series of engaging fan experiences across the Championship, working with both The R&A and VisitScotland.
For The R&A, the brief centred around two distinct activations: a Long Putt Challenge designed to give spectators their own taste of the action, alongside a compact AirClad experience. The Long Putt needed to feel unmistakably connected to Royal Birkdale, incorporating bespoke elements inspired by the Championship venue.
Alongside this, Provision Events worked with VisitScotland to create a destination where fans could discover more of Scotland’s golf offering while taking part in interactive experiences throughout the week. The brief included the structural and interior fit-out of a 10m x 15m space, combining branded environments, digital touchpoints and a golf activation.
The Process
For The R&A, we designed, produced and installed a 15m Long Putt experience, complete with artificial turf, custom tee markers, flags, putters and balls, printed walling and course-inspired theming.
To give the activation a stronger connection to Royal Birkdale, the course incorporated bespoke recreations inspired by the 18th green clubhouse and grandstand, helping transform a traditional putting challenge into a more immersive piece of event design. A branded plinth and 55-inch outdoor screen completed the experience.
Nearby, a XPO4 AirClad provided an additional premium activation space, complete with branded AirCells, lighting and a fitted interior.
For VisitScotland, our team managed the installation and fit-out of a 10m x 15m structured tent, with 10m x 10m dedicated to the branded VisitScotland environment and a further 5m x 5m activation area. Inside, visitors could take part in a chipping experience alongside digital and interactive elements including a photo experience, leaderboard and 55-inch touchscreen. Custom counters, furniture, branded interior walling and artificial turf brought the entire space together.
Across both projects, Provision Events managed the design, production, installation and on-site delivery, creating a consistent standard across multiple fan-facing environments at one of golf’s biggest global events.
The Results
The result was a varied programme of golf fan engagement experiences at The Open, giving spectators multiple opportunities to interact with the Championship beyond the course itself.
The Long Putt became a highly visible, hands-on challenge, with its Royal Birkdale-inspired detailing helping connect the experience directly to its surroundings. The accompanying AirClad created an additional branded touchpoint, while the VisitScotland space combined destination storytelling with interactive golf and digital experiences.
Together, the activations showcased Provision Events’ ability to deliver sports activations, fan engagement experiences and temporary event structures within a major international golf championship, from large-scale branded environments through to bespoke interactive challenges.
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