Beer Changes Tradition at Open Championship

via www.climaxmarketing.co.uk

Tradition
tra⋅di⋅tion [truh-dish-uh n]
–noun
1. the handing down of statements, beliefs, legends, customs, information, etc., from generation to generation, esp. by word of mouth or by practice: a story that has come down to us by popular tradition.
2. a long-established or inherited way of thinking or acting: The rebellious students wanted to break with tradition.

I often wonder what tradition is because the term is used so much in golf. Is it important? Can it be changed? If so how? Who instigates change, who allows the change to happen? Why does the change happen? Should it be changed?

To be honest, I’m a twenty two year old man boy and don’t spend an awful amount of my spare time pondering this question. There are too many golf courses ‘unplayed’, too many beers not drunk, just too many girls…

But with the R&A announcing yesterday that for the first time in its Open Championship history alcohol will be on sale in all public and VIP places this year made me readdress the questions.

This is the governing body that hasn’t made a significant change to the game in over 500 years; whose job it is to grow the game but try to do so from a dad on the dance floor prospective and often fail to even reach the dance floor due to a dysfunctional hip their on a waiting list for. 

Yet when Pilsner Urquell, the Czech brewer, came along and stumped up the $1.75 million USD to become the sponsored beer of The British Open Championship for the next five years and with it renegotiated tradition to allow their product to be consumed in all areas I thought I found the answer: "Money talks," not tradition. But just as you often think you’ve found the answer with your golf swing. I was wrong. To some degree.

You see, I’m pretty confident that the R&A board when making the deal didn’t want to allow Pilsner Urquell to break tradition. I bet they put up a tough fight. Can you imagine the look on the faces as an alcohol fuelled spectator whoops and hollers!? Heaven forbid such acts of support and excitement towards this sacred tournament and game occurred on our soil.

"The R&A is delighted to welcome Pilsner Urquell as the Official Beer of The Open Championship," said the R&A’s David Hill… Through gritted teeth.

At a time when corporation marketing budgets are getting slashed, golf sponsorship deals and tournaments are falling by the waist side wouldn’t it be foolish to turn down $1.75 USD million because of the sake of one tradition? Worried that if they turn down this deal another wont come along? They obviously thought so. This opened my eyes to tradition. It made me realise one fact:

On the precipice we change.

From now on I will never doubt the traditions of the game. I will embrace them with the same enthusiasm and love I have for life. I know they are there for a reason. I will tuck my shirt in, I won’t wear denim on the course and when I hole a 50 foot putt I’ll try my very best to look casual and give off a rise smile, well maybe not the later. For I am safe in the knowledge that when the game needs changing, it will change.

So is the game of golf on the precipice? Change will tell.

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