Crown partners with Golf Australia following rebrand

October 25, 2023

Crown and Golf Australia have announced a year-round Official Partner arrangement, that also sees Crown become a Major Partner of the 2023 ISPS HANDA Australian Open.

The partnership announcement comes following Crown Resorts’s recent rebranding in September 2023 as Crown, signalling its public shift from casino to fully fledged entertainment destination and launching with an Australia-wide multichannel media campaign – 'Here’s Where Things Get Interesting'.

The new brand – the first in almost a decade – both highlights Crown’s evolution and references its original spirit as a "leading curator of experiences, entertainment and tourism in Australia."

Crown Resorts Chief Executive Ciarán Carruthers said the revamped brand announcement marks an exciting new chapter in Crown’s history adding “Our reimagined Crown brand presents an opportunity to build a culture and character that enriches our cities through tourism, employment, world-class entertainment, hospitality, retail and dining experiences.”

Golf Australia Chief Executive James Sutherland shared “It is a massive coup for the ISPS HANDA Australian Open and Golf Australia to have the support of Crown.

“Heading into the second edition of the new ISPS HANDA Australian Open format where men, women and all-abilities fields compete on the same golf courses across four days, we’re super excited to partner with Crown, an organisation that shares our passion for delivering quality event experiences and entertainment.”

The sport of golf is a significant contributor to both international and domestic tourism and plays a vital role more broadly to the Australian economy.

A recent report commissioned by the Australian Golf Industry Council reveals that trips to play golf annually account for 1.6 million domestic trips and 150,000 international visitors, with an estimated benefit of $336 million to the Australian economy each year.

The partnership is an extension of Crown’s decade long support of golf tourism via its ownership of the exclusive Capital Golf Club, which offers Crown guests 5-star service at a world-class venue.

In addition to access to the course, guests can enjoy an unrivalled golf experience with exclusive inclusions like state-of-the-art practice facilities and personalised services to create a unique and memorable event.

Crown’s new direction begins with a program of elevated events across its three resorts in Sydney, Melbourne and Perth across sport, music, art, dining, and entertainment – kicking off strongly with the 2023 ISPS HANDA Australian Open.

Crown will play a key role in supporting the experience of golfing stars returning to Australia for the event and supporting the delivery of four days of elite golfing action for local fans and visiting tourists.

Crown Resorts Chief Executive, Ciarán Carruthers notes “Crown is proud to support Golf Australia and this prestigious tournament that gives fans the chance to witness some of the best men, women and All Abilities golfers.

"Supporting interesting experiences that energise our cities and supercharge Australia’s tourism revival is a critical part of our business strategy, and this partnership is a proof point of that.”

Crown has a range of hotel packages available for fans looking to travel for the 2023 ISPS HANDA Australian Open. Visit the link to learn more: www.crownhotels.com.au/sydney/hotel-offers/fairway-haven-cts

Image. Crown's Australia-wide multichannel media campaign – 'Here’s Where Things Get Interesting'.

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