Paul Casey and Nike approve of Open Guide

Posted on Thursday July 23rd, 2009.

After the hard work of designing the course guide for the Open Championship, which was handed out free of charge at the event, world number three golfer Paul Casey, his management and Nike Golf Europe praised the guide, how it looked, its design and overall content.

Whilst discussing the completed guide on the European Tour wagon of Nike, perhaps it was a slightly nervous time for DMC, as although the design and its content had been approved, it is not until the final product is shown, touched and felt until the real seal of approval can be given, but the company needn’t have worried.

Once again it was evident just how popular the free guides were being vociferously given out on the entrance points to the tournament, and seen many times on the BBC cameras. The company did the same promotion last year at Royal Birkdale, and although the management of DMC reported frequent difficulties with the R&A about offering the spectators a valued product for free, it did not deter the widespread distribution, when compared to spending £4 inside for a product arguable not as well produced as the one being given out free.

David Morris says “unfortunately being on site through the week, we experienced nothing but difficulties in terms of handing out the guides, for free, to people who paid £10 for parking, and then £55 for an entry. After attending many many Open Championships over the years, I have seen the cost rise in all areas from entry to food to an A4 sheet of paper with a starting sheet costing this year an amazing £2. Is it such a bad thing to offer the spectator a valued and well sought after guide for free? From my perspective, perhaps because the R&A are not getting any revenue from our free guide is incentive enough to make the distribution of it so difficult