Sports Direct has been unveiled as the latest major partner to come on board with the KPMG Women’s Irish Open at Dromoland Castle.
The brand will have an on-site facility selling golf gear and other sportswear and has also teamed up with leading amateur Aideen Walsh, to spearhead a new ‘Get a Grip’ campaign to help people get a better understanding of golf.
The ‘Get A Grip’ campaign will include activations that aim to bring the experience to life for the general public including a Sports Direct presence at the public village at Dromoland Castle throughout the tournament, as well as sponsoring a team in the tournament Pro-Am to be led by Walsh.
Sports Direct’s venture into women’s golf in Ireland is a further extension of the brand’s overall strategy to promote Equal Play for all women in sport.
Their initial involvement came from meeting the team at the Sport for Business Women in Sport Conference in May of this year.
“We firmly believe in equal play across all sports so we are very excited to be part of this fantastic event and to be involved with women’s golf in Ireland for the first time,” said Leonard Brassell, Managing Director of Sports Direct.
“There is no doubt that female golfers in Ireland are gaining momentum and we are proud to be supporting them on what is sure to be a ground-breaking and historic journey, where they showcase their talent in the beautiful setting of Dromoland Castle.”
“We look forward to welcoming new golf fans to our stores nationwide as they get a grip on this month’s KPMG Women’s Irish Open.”
“We are delighted to welcome Sports Direct as a partner for the KPMG Women’s Irish Open, and excited that this partnership marks a first for the brand in women’s golf in Ireland,” added Eamonn O’Donnell, Director of Golf at Dromoland Castle .
“Sports Direct is a very active and vocal brand in women’s sport, so it’s fitting that they join us for the return of the tournament after 10 years, and we are looking forward to seeing this partnership in action as we build towards the 22nd of September 2022.”
Speaking to Sport for Business yesterday Aideen Walsh said that she was looking forward to playing in the tournament on her home course.
The Clare Primary school Teacher is in the classroom three days a week, an arrangement that allows her continue to play at the top of her amateur game.
“The kids in school were very excited when the Man’s Irish Open came to Lahinch and now there is the opportunity to have them equally so for the KPMG Women’s Irish Open.”
“I’m not sure many of them really believe their teacher is going to be playing but it will be nice to have their support around the course.”
Walsh’s best round on the course is two under and she hopes to make it to the weekend and fly the flag for banner county.
“It is brilliant to have so many stars coming in for the tournament, especially Leona Maguire who has done so well and is such a superstar of Irish sport. It is going to be a very special week.
Today’s announcement follows on from Sports Direct’s previously announced investment in sport in Ireland in recent years, most notably their sponsorship of Cork GAA, the LGFA’s Gaelic4Mothers&Others programme and a host of local grassroots GAA clubs nationwide.
Tickets for the KPMG Women’s Irish Open are available to purchase here: https://kpmgwomensirishopen.ie/home/#tickets.
