NTT, the Japanese technology service corporation, has extended its sponsorship of golf’s iconic Open tournament in a multi-year deal with the R&A event organizers.

In its announcement yesterday (July 5), the brand also revealed that it will be sponsoring the Women’s Open sister championships for the first time later this year.

The deal for the men’s Open has been struck ahead of the tournament's 150th edition, which will take place between July 14 and 17 at its spiritual home of St. Andrews in Scotland.

The partnership between the R&A and NTT initially began in November 2012, and has seen the technology provider “deliver cutting-edge technology to elevate the fan experience for golf enthusiasts.”

NTT has said that its focus has always been on “using the latest technology to enhance The Open for spectators and fans alike …”

This year, NTT will offer a first for fans attending the tournament, who will now have the opportunity to “monitor every shot, player, hole and round in real-time via a virtual, interactive model of the course.”

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The brand is also now sponsoring the Women’s Open, which this year will take place at Carnoustie in Scotland between August 4 and 7, in a deal which it has said: “Demonstrates the company’s commitment to diversity, equity, and inclusion.”

It has also said that the deal “is aligned with the R&A’s ambition to transform the sport of golf for women and girls.”

AIG, the international finance and insurance firm, is that event’s title sponsor, in a deal running through to 2025.

John Espley, director of commercial partnerships at the R&A, said: “Over the past ten years we've built a strong relationship with NTT … Our partnerships are of the utmost importance to us and help us drive forward innovations and bring new experiences to golf fans.

“NTT, in particular, has enabled us to develop a wealth of possibilities for innovation and fan engagement at The Open, and we're thrilled to be extending this relationship to the Women's Open and enhancing support for women's golf."

Other top-tier commercial ‘patrons’ of The Open include Hugo Boss, HSBC, Mastercard, Mercedes-Benz, and Rolex, while official suppliers include UPS and VisitScotland.

Felix Bonmati, NTT Europe and Latin America’s head of brand, communication, and ESG, added: “As golf's oldest championship celebrates the momentous occasion of 150 years in 2022, we're pleased to once again be delivering innovative and transformative technologies to not only improve the fan experience but to also support wider important initiatives.

"As we renew our esteemed partnership and build on the work we have achieved together, we're thrilled to also support the AIG Women's Open.

Last week, NTT expanded its partnership with Amaury Sports Organization (ASO), organizers of cycling's iconic Tour de France, to become the official technology partner of the inaugural Tour de France Femmes.