Sport for Business will bring together leaders from across the golf industry this afternoon for the Business of Golf 2026, taking place at The K Club South in County Kildare.
The event will explore how golf is growing its audiences, creating stronger content, delivering value for sponsors, and preparing for a period when Ireland will be at the centre of the international game.
Guests will gather from 2 pm, with the formal programme getting underway at 2.30 pm and running through to 4.30 pm.
The opening conversation will look at content creation and the new audiences being built around golf, with Suzanne Thompson of Swing & Tonic, Ruth Crehan of ForeFront Sports and Daragh Small of Golf Ireland.
Thompson will bring the perspective of the creator and influencer economy, Crehan will look at the role content can play in building audiences around major events, while Small will discuss Golf Ireland’s Our Game content series and how the governing body is telling the stories of the sport and those who play it.
That will be followed by a fireside conversation with Linda Hoey of the European Ryder Cup team, looking at the scale of one of world sport’s biggest events and the planning, partnerships and experience required to deliver it.
Sponsorship at the Heart of Golf
Sponsorship will form a central part of the afternoon.
Eimear Rigby of Amgen, John Gillick of AIG and Paddy Somers of Golf Ireland will come together to discuss what brands are looking for from their investment in golf and how rights holders can build partnerships that go well beyond traditional visibility.
It is an especially interesting time for the discussion.
Amgen is title sponsor of the Irish Open, KPMG has played a major role in the growth and development of the Women’s Irish Open, while AIG has been one of the most significant long-term commercial supporters of golf in Ireland.
The conversation will look at the different objectives behind those partnerships, the importance of storytelling and activation, and how golf can continue to broaden its appeal to sponsors and fans.
The final scheduled session will turn to the business of staging major tournaments, with Paul Heery of The K Club and Simon Horgan of the KPMG Women’s Irish Open looking at what it takes to deliver international golf events and the opportunities they create for venues, partners and the wider sport.
The afternoon will close with an open-floor session, giving attendees an opportunity to introduce their work and make connections across the industry.
A Strong Moment for Irish Golf
The event comes at an important moment for the golf business in Ireland.
The country continues to attract major international events, Irish players remain prominent on the world stage, participation has benefited from renewed interest in the sport, and sponsors are increasingly viewing golf as a platform to reach both established and emerging audiences.
Ireland’s position within global golf will only become more significant over the coming weeks, months and years, creating opportunities not only for players and tournaments but also for tourism, venues, content creators, agencies, sponsors and technology businesses.
The Sport for Business Business of Golf gathering is designed to bring those different parts of the industry together, sharing experience and identifying where the next opportunities for growth will come from.
The event is being delivered by Sport for Business alongside Golf Ireland, the KPMG Women’s Irish Open and ForeFront Sports.
We will be reporting on the key themes and conversations to emerge from this afternoon’s gathering over the coming days.
Golf Ireland, KPMG, ForeFront Sports and the K Club are full members of Sport for Business.
If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.
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ABOUT SPORT FOR BUSINESS
Sport for Business is Ireland’s leading platform focused on the commercial, strategic and societal impact of sport. It connects decision-makers across governing bodies, clubs, brands, agencies, and public institutions through high-quality content, events, and insights.
Sport for Business explores how sport drives economic value, participation, inclusion and national identity, and how your story can be part of ours.
Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practices, and make better-informed decisions. It positions sport not just as entertainment but as a vital contributor to Ireland’s social and economic fabric.
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