St Andrews Links consists of seven golf courses on the east coast of Scotland, and is known around the world as the ‘Home of Golf’. The sport has been played in the area for over 600 years and many of the game’s innovations started there.
Today, the Links is the largest public golf venue in Europe, regularly hosting the Open Championship and the pro-am Alfred Dunhill Links Championship. The Old Course is also the stage for one of the most prestigious amateur tournaments in Europe, the St Andrews Links Trophy in association with Allianz.
Since 1974, the courses have been managed by the St Andrews Links Trust, which invests all profits to preserve the legacy of the historic Links. In 2009, Allianz entered a ground-breaking partnership with the Trust, aimed at strengthening the global profiles of both organisations, and protecting the Links’ unique heritage by investing in the restoration of the coastline.
The three-year strategic collaboration serves as a lighthouse for Allianz’s various activities in golf, and aims to bring the unique spirit of St Andrews Links to the growing number of golf aficionados around the world.
To celebrate the partnership, Allianz and St Andrews Links have jointly developed a new rich media website – www.allianz.com/sal -providing online visitors with unique insights into the courses and the Links’ community.