Open golf brings £70m to Wirral

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Royal Liverpool golf course © JMU Journalism

Royal Liverpool golf course © JMU Journalism

The British Open at Hoylake benefitted the Wirral economy by over £70 million, according to new research.

The international golf tournament, which took place last July, attracted over 200,000 spectators to the area, who between them spent nearly £20 million in local businesses including pubs, hotels and shops.

The international media coverage also resulted in an estimated £52 million worth of tourism promotion and positive publicity for Wirral as a destination.

Wirral Council leader Phil Davies said: “The Open was an opportunity for Wirral to promote itself to a global audience, and it was equally important for us that local people saw real, tangible benefits to hosting the event.

“During this year’s Open, over 200,000 people saw Wirral’s natural beauty, they shopped and ate in our towns, and viewers across the globe saw what we have to offer.”

The R&A, British golf’s governing body, commissioned the study from Sheffield Hallam University’s Sports Research Centre and global sports marketing company Repucom to study the impact of the event.

The Hallam team carried out 1,500 spectator interviews as part of their research. As well as the economic benefit, the event was broadcast into 505 million homes worldwide.

About Kieran Etoria-King, JMU Journalism