Royal Lytham to Host The Open 2028 as R&A Announces England Venue

Picture this: It’s a misty July morning in 2028, and the world’s best golfers are walking the fairways of Royal Lytham & St Annes, a course so steeped in history that even the sand traps seem to whisper tales of past champions. For golf fans in Chicago, this isn’t just another major tournament—it’s a reminder of how global sporting events ripple through local communities, from the driving ranges of Lincoln Park to the corporate hospitality suites of the Loop. The R&A’s announcement that Royal Lytham will host The Open for the 12th time in 2028 isn’t just a nod to tradition; it’s a signal of how cities like Chicago can leverage their own golf culture to tap into the economic and social energy of these marquee events.

But why should Chicagoans care about a tournament happening across the Atlantic? Because the story of Royal Lytham is, in many ways, the story of how golf’s oldest major championship continues to shape the sport’s future—and how cities like ours can learn from its legacy. Let’s break it down.

The Lytham Legacy: More Than Just a Golf Course

Royal Lytham & St Annes isn’t just another links course. It’s a living museum of golf history, where every bunker and blade of grass tells a story. Since hosting its first Open in 1926—won by the legendary amateur Bobby Jones—the course has been a stage for some of the sport’s most dramatic moments. Think of Ernie Els’ clutch victory in 2012, where he edged out Adam Scott after Scott’s heartbreaking collapse on the final holes. Or Seve Ballesteros’ back-to-back wins in 1979 and 1988, which cemented his place as one of the game’s most charismatic figures. These aren’t just footnotes in golf history; they’re the kind of narratives that fuel the sport’s global appeal—and its economic impact.

For Chicago, a city with its own deep golf roots (think Medinah Country Club’s Ryder Cup drama or the PGA Championship at Olympia Fields), the return of The Open to Lytham is a masterclass in how to balance tradition with innovation. The R&A’s decision to bring the tournament back after a 16-year hiatus—its second-longest gap between Opens at the venue—speaks to a deliberate strategy: rotate between historic courses to keep the championship fresh while honoring its heritage. It’s a playbook Chicago’s own golf community could adapt, especially as local clubs and public courses look for ways to attract major events and tourism dollars.

Economic Ripple Effects: What Chicago Can Learn

The Open isn’t just about golf; it’s a multi-million-dollar economic engine. The 2022 Open at St Andrews, for example, generated an estimated £140 million ($175 million) for the local economy, according to a study by Sheffield Hallam University. That’s not just from ticket sales or hospitality—it’s from the surge in tourism, media exposure, and even long-term brand value for the host region. For a city like Chicago, which already draws golf tourists for events like the BMW Championship at Olympia Fields, the Lytham model offers a blueprint for how to maximize these opportunities.

Consider the hospitality sector. In Chicago, hotels and restaurants near golf courses—like those in the suburbs of Lemont or Barrington—see a noticeable uptick in business during major tournaments. The Open’s return to Lytham will likely spark a similar surge in the Fylde Coast, with fans booking stays, dining at local pubs, and shopping in nearby towns. Chicago’s own hospitality industry could take a page from this playbook by partnering with local golf courses to create “tournament packages” that bundle accommodations, dining, and event tickets. Imagine a “Chicago Golf Weekend” promo that ties into the BMW Championship or the John Deere Classic, offering visitors a taste of the city’s golf culture alongside its world-class food and nightlife.

Then there’s the media angle. The Open’s global broadcast reach—with millions of viewers tuning in from the U.S., Europe, and Asia—puts the spotlight on the host region in a way few other events can. For Chicago, which already has a strong media presence, this is a chance to showcase its golf infrastructure to a wider audience. Local courses could collaborate with the Illinois Golf Association or the PGA of America to pitch stories about Chicago’s golf scene to international outlets, positioning the city as a must-visit destination for golf travelers.

The Sponsorship Game: How Chicago Businesses Can Play

Sponsorship is where the rubber meets the road for major sporting events, and The Open’s return to Lytham is a case study in how to do it right. The R&A has long relied on a mix of global brands (like Rolex and Mastercard) and local partners to fund the tournament, creating a symbiotic relationship where sponsors get exposure and the event gets financial stability. For Chicago businesses, this is a reminder that golf sponsorships aren’t just for Fortune 500 companies. Local firms—from law firms to tech startups—can get in on the action by sponsoring smaller tournaments, youth golf programs, or even course renovations.

Take, for example, the Western Golf Association, which runs the BMW Championship in Chicago. The WGA partners with local businesses to fund its Evans Scholars Program, which provides college scholarships to caddies. It’s a model that aligns corporate sponsorship with community impact—a win-win that Chicago businesses could replicate by supporting local golf initiatives. Imagine a law firm sponsoring a junior golf clinic at Jackson Park or a tech company funding a course renovation at Sydney Marovitz. These kinds of partnerships not only boost a company’s profile but also strengthen the city’s golf ecosystem.

And let’s not forget the role of government. In the UK, local councils often perform with golf clubs to secure funding for infrastructure improvements ahead of major tournaments. Chicago’s own Chicago Park District could take a similar approach, partnering with courses like the Chicago Golf Club or Cantigny Golf to upgrade facilities in exchange for hosting rights to smaller events. It’s a way to ensure that the benefits of golf tourism trickle down to the community, rather than just the private clubs.

The Local Resource Guide: Who You Need in Your Corner

Given my background in covering event hosting and sponsorship, I know that navigating the world of golf tourism and local partnerships can feel overwhelming. If you’re a Chicago business owner, golf course manager, or even a local official looking to capitalize on the city’s golf scene, here are the three types of professionals you’ll want to connect with:

Event Hosting and Permitting Specialists

These are the experts who can help you secure the necessary permits and approvals to host tournaments, corporate outings, or even charity golf events. Look for professionals with experience working with the Chicago Park District or the Illinois Department of Natural Resources, as they’ll be familiar with the local regulations and zoning laws. Key criteria to consider:

• Proven track record of successfully permitting large-scale events in Chicago or the surrounding suburbs.
• Knowledge of noise ordinances, traffic management, and environmental regulations that could impact your event.
• Connections with local law enforcement and emergency services to ensure smooth operations on event day.

Sports Marketing and Sponsorship Consultants

If you’re a business looking to sponsor a golf event or a course seeking corporate partners, these consultants can help you craft a strategy that maximizes ROI. They’ll know how to pitch your event to potential sponsors and how to structure deals that benefit both parties. Look for consultants with ties to the PGA of America or the Illinois Golf Association. Key criteria:

• Experience securing sponsorships for golf events, whether local, regional, or national.
• Strong network of contacts in Chicago’s corporate community, including law firms, financial services, and tech companies.
• Creative approach to sponsorship activation—think beyond logo placement to experiential marketing and community engagement.

Golf Course Architects and Renovation Experts

With golf tourism on the rise, now is the time to invest in your course’s infrastructure. Whether you’re looking to upgrade your clubhouse, redesign a hole, or add state-of-the-art practice facilities, these experts can help you create a space that attracts tournaments and visitors. Look for firms with experience working on historic courses or public facilities. Key criteria:

• Portfolio of completed projects in the Midwest, with a focus on courses that have successfully hosted major events.
• Understanding of sustainable design practices, especially for courses in urban or environmentally sensitive areas.
• Ability to work within budget constraints while still delivering a high-quality product that enhances the golfer experience.

Ready to find trusted professionals? Browse our complete directory of top-rated event bidding and hosting, news, and sponsorship experts in the Chicago area today.