The R&A and Accenture have confirmed a new six-year agreement that establishes Accenture as the Official Business and Technology Consulting Partner for the governing body. Running until 2031, the deal also sees the consultancy firm become an Official Patron of several major golf championships. These include The Open, the AIG Women’s Open and the ISPS HANDA Senior Open. This partnership is designed to use digital and data expertise to support the strategic priorities of the sport on a global scale.
As part of the consultancy role, Accenture will provide management and business transformation services. The focus will remain on governance, the delivery of championships and the general development of golf through the application of cloud technology and artificial intelligence. The organisations intend for this collaboration to improve operations and the overall experience for both players and fans. By using advanced data insights, the partnership aims to make golf accessible to a wider audience across different regions.
Mark Darbon, Chief Executive of The R&A, said: “Accenture has a renowned reputation worldwide for its expertise in technology, data and innovation and we see this partnership as a valuable opportunity to support our strategic priorities in golf and help shape the future of the sport. As both an Official Patron of our major championships and our Official Business and Technology Consulting Partner, Accenture will work closely with us to help modernize how we govern and deliver the game, while sharing our ambition to inspire people through world-class championships and showcase golf as a sport for everyone to enjoy.”
Mauro Macchi, CEO of Accenture in EMEA, said: “Golf is one of the world’s great global sports, with a rich history and an exciting future. We’re proud to partner with The R&A as its Official Business and Technology Consulting Partner, as well as an Official Patron of its most iconic championships. Together, we will apply technology, data, and AI to help open the game to an even wider audience – strengthening the sport’s foundations, enhancing experiences on and off the course, and supporting The R&A’s mission to grow and evolve golf for generations to come.”
Beyond technical consulting, Accenture will work with The R&A to activate its status as a Patron across the major championships. This involve supporting the heritage and storytelling of these events. The agreement builds on Accenture’s history of working with significant international sports bodies to implement innovation.
