The Open ready to fill the void and keep endless sporting summer rolling | Ewan Murray

by Theguardian

Golf

The World Cup and Wimbledon both finish on Sunday so while golf may be largely ignored this week, come Monday sporting eyes will shift to Carnoustie

The Open Championship’s marketing theme has been perfectly obvious in recent times. Rather than preside over an event which captures hearts and minds way beyond traditional domains of golf for just one week, the R&A wants its major to feature in the general consciousness for 12 months of any given year. Emotional – and ticket – investment is sought as the golf season rumbles on from Georgia to Gullane.

If this was a bold ambition before, consider the case of this sporting summer. The Open – in which Tiger Woods will feature for the first time since 2015 – is days away. Not that you’d know it. With the football world consumed by events in Russia, Wimbledon’s terrestrial coverage spiking tennis interest once more and the Tour de France commanding the attention of middle-aged men in Lycra, Carnoustie has sat in blissful isolation. Even a scorching summer – the most memorable Opens are played on burnt grass, right? – hasn’t propelled the 147th championship to the forefront of the sporting consciousness.

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