It will be the richest sporting event of the year with prize money of €7 million; one of the most watched around the world with global coverage; and the Dubai Duty Free Irish Open gets underway in one of our furthest corners of Ballyliffin in County Donegal today.
Sport for Business will be there tomorrow reporting back on how each of brands like Dubai Duty Free, Bank of Ireland, Heineken, Fáilte Ireland and many more are activating at one of the highlights of the sporting summer and how the European Tour are painting pictures of Ireland on a worldwide stage.


Yesterday was all about the pro-am and putting the finishing touches to a sun-drenched course.
Bank of Ireland had a kicking competition on at its location featuring stars of golf and Gaelic football.
Shane Lowry showed his Offaly GAA roots had not wilted in the record temperatures making light of a crossbar challenge, albeit on a set of rugby posts.


Writing in the New York Times yesterday Graham Parker said that “the Donegal coast will be its own thriving epicenter for one part of the golf world this week.” He was right. It promises to be some four days for golfers, fans and sponsors alike.

Image Credit: Oisin Kenniry, Inpho