While the agreement does not create any additional playing capacity at a venue where demand already far exceeds supply, it provides the trust with a new commercial route to monetise that demand while tapping into the affluent international customer base of American Express.
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Under the agreement announced today, American Express will become the official payments partner of St Andrews Links Trust. Eligible cardholders in selected countries – including the UK, United States, Germany, Japan and Australia – will be able to enter dedicated draws for the opportunity to buy golf packages for themselves and a guest.
Successful applicants will be selected through the same random draw mechanism used by the trust’s established Swilcan Package programme and will then have the option to purchase their allocated package using an American Express card.
The arrangement comes as the trust continues to pursue a strategy of diversifying revenues beyond traditional golf operations. In its latest annual report it highlighted a focus on commercial partnerships, licensing opportunities and new markets as part of a broader effort to support future investment in the Home of Golf.
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The trust reported revenues of £48.5 million and a surplus of £10.8m in 2024, with all surpluses reinvested into facilities, course maintenance and charitable objectives. Major projects planned over coming years include upgrades to irrigation systems, improvements to the Golf Academy and refurbishment of the Links Clubhouse.
James Ralley, commercial director at St Andrews Links Trust, described the partnership as a means of reaching a broader international audience.
“We are continually looking for ways to enhance the visitor experience and connect with new audiences internationally,” he said. “This partnership will open up a new channel to help us raise awareness of our brand and existing visitor golf opportunities across a broader international audience.”
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Demand for golf at St Andrews remains exceptionally strong. The trust’s annual report said “unprecedented interest in golf” continued throughout 2024, while more than 14,500 golfers entered its new digital singles daily draw for the Old Course, competing for around 3,600 available places.
For American Express, the partnership adds one of golf’s most recognisable brands to a sports sponsorship portfolio that includes Wimbledon, Formula One, the NFL and the US Open. The company has increasingly used exclusive access and premium experiences to attract and retain high-spending cardholders.
Shiz Suzuki, vice-president of global brand sponsorships and experiential marketing at American Express, said the agreement reflected cardholder interest in golf and luxury travel.
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“There are few places in the world more legendary than St Andrews,” she said. “We’re proud of this first-of-its-kind partnership with St Andrews Links Trust to provide the meaningful access American Express is known for.”
The trust said existing public-access routes, affordable golf initiatives and tee-time allocations for local golfers would not be affected by the new arrangement, suggesting that the American Express packages will be met from existing visitor tee-time inventory.
The deal comes as Richard Holland, the former boss of Cardiff Rugby, prepares to take over as chief executive of St Andrews Links Trust from September 1. Mr Holland succeeds Neil Coulson, who left earlier this year to take up the chief executive’s post at Hy Clubs in Dubai.