Generate tees off England Golf & St. James’s Place partnership

England Golf, the governing body for all amateur golf in England, has announced that St. James’s Place Wealth Management to become its official financial services partner. The partnership was brokered by leading sport and entertainment agency Generate and 368 Marketing.

The partnership, which will run until 2018, will see golf club members benefit from exclusive events hosted by St James’s Place, giving members the chance to play championship courses and meet ‘from England Golf and St. James’s Place.

The deal with St James’s Place fits with England Golf’s new strategic plan ‘Raising Our Game’, launched by Generate in 2015, aiming to build a brighter future for golf with more players, more golf club members and stronger clubs.

Craig Wagstaff, England Golf’s finance director, said: “I am delighted that we have formed a partnership with one of the country’s leading wealth management companies, bringing real added value to our members.

“With St. James’s Place official support of our strategic plan we have taken another step to our goal of building a brighter future for golf and also a successful financial future for our members.”

Rupert Pratt, managing partner of Generate said, “The partnership is testament to the commercial strategy put in place combining traditional sponsorship benefits with in insight and data driven assets which can deliver tangible direct commercial returns. We look forward to announcing further partnerships in due course’’.