The best way to understand what makes fans tick is to experience it for yourself.

Through our Speed of Fans Fund, the MKTG team gets the chance to step into sporting and entertainment cultures around the world - taking in the atmosphere, traditions and moments that make each fan experience unique.

Fan Diaries brings those experiences to life.

The series goes beyond what happens on the pitch, course or stage, exploring the rituals, communities, food, characters and culture that surround the main event.

Next up, Ed takes us inside one of golf’s most iconic events, sharing his experience of a day at The Open.

What was your first impression when you arrived at The Open?

We opted to stay in Liverpool and take the train from Liverpool Central to Birkdale. This was very well organised because the first thing you notice about The Open is the size and scale of the setup to cater for the fans. Things can get busy quickly, but the R&A had created a very exclusive feel to arriving at Royal Birkdale. You certainly feel like you are at a prestigious golf tournament on arrival.

What was the standout moment of the day?

The Rory McIlroy effect. The following Rory pulls at a major is incredible to see in person. On the day I attended he was playing with Matt Fitzpatrick and Xander Schauffele, two incredible golfers and major winners, but the spotlight was all on Rory. Every tee box and green he graces is shoulder to shoulder with Rory fans. The following he attracts was justified by seeing him drive the par four 9th green, all 414 yards of it! 

What surprised you most about the fan experience?

Firstly, the scale. Over 300,000 fans were on the course across the four days of the tournament and the set up for fans is excellent both on course and off.

The grandstands are vast and they are built around more greens than I realised. The fan village is excellent with big screens located here and around the courses so you never miss a moment.

The Open app is a great fan experience making it super easy to follow the groups you want to see on course in real time.

Lastly, the Official Open megastore is exactly that, mega! This was a hive of activity that is really well set up to cater for golf fans looking to land exclusive merchandise. 

Which brand activation(s) caught your attention and why?

The brand that stood out the most was Singha beer. The beer brand joined as an Official Supplier this year across both The Open and AIG Women's Open. I guess the recent spell of good weather helps, but the pouring rights Singha had across the fan zones, bars and on course were impressive. You just couldn't miss them wherever you were on course. 

Rolex also lean into the exclusivity of The Open really well. They have a premium yet subtle set up across the course, with timing branding on tee boxes and time pointing across the course. The 'Rolex Hour' broadcast integration on Sky Sports is also a very strong extension from on course to TV, especially as fans tend to head to the fan zones later in the afternoon to watch on big screens. 

Did anything feel particularly innovative or different from other sporting events?

Fans really fan at The Open! They come to see the best golfers play on the best courses and the R&A play into that very well through the pre attendance communications, The Open App and the at course information. This is a golfing paradise for golf fans and they are truly bought into the prestige of the event. So much so that the majority of fans are ready to take the place of any of the 156 competing professionals through their attendance in full golfing attire! 

What is one thing The Open gets right for fans?

The Open is a golf fan Mecca. It attracts an international crowd, provides top class hospitality experience but also caters brilliantly for GA ticket holders. This is coupled with a slimmed back but exclusive set of 8 commercial patrons supporting the event that add to the fan experience but do not dominate. The Open is all about the golf. The R&A have found that balance well where the event is not heavily commercialised but structured enough to allow Patrons to market and communicate to fans, golf first, brand message second. In this prestigious environment it's a clever trade off to engage effectively with golf fans. 

Describe your day at The Open in three words.

Elite, Fanatical, Hot!