Sports Direct has extended its Premium Partnership of the 2024 KPMG Women’s Irish Open.  This is the third year since the tournament was brought back to the Ladies European Tour and the third year that Sports Direct have been involved as partners.

This year’s tournament will take place at Carton House, a Fairmont Managed Hotel, Co. Kildare from the 29th of August to the 1st of September.  It will feature a line-up of the tour’s best golfers all competing for a €400,000 prize fund.

“We are delighted to come on board for the third year as a premium partner of the KPMG Women’s Irish Open,” said Sports Direct Managing Director Leonard Brassel.

“The competition has been a key date in the women’s golf calendar since it’s come back with a stellar lineup of competitors.”

“Sports Direct are excited to show up this year in the Fairmont Carton House Hotel in our truly unique way.”

“Fairmont Hotels & Resorts and our team here at Carton House, a Fairmont Managed Hotel, are very excited to host the KPMG Women’s Irish Open on our iconic O’Meara Course this year and to showcase the talents of some of the game’s best in this highly-anticipated Ladies European Tour tournament,” added Martin Mangan, General Manager of the hotel.

“Sports Direct have shown exceptional support to the KPMG Women’s Irish Open over the last two years, and having them on board again as a premium sponsor in our first year as hosts of this event is wonderful.”

“Their encouragement of women in sport and emphasis on equal pay is important, and we are looking forward to working closely with them, and everyone else involved, to make this a special and unforgettable tournament.”

“Having worked with their fantastic team for over two years now, Sports Direct are paving the way in golf and have been instrumental in the event’s success since its reincarnation in 2022,” said Tournament Director and CEO of Forefront Sports, Cian Branagan.

“We’re honoured to have them on board for 2024 at Carton House and we are very grateful for their investment into this event and women’s golf generally.”


Sports Direct, KPMG, Golf Ireland and ForeFront Sports are all members of the Sport for Business community.


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