Provision Events to create immersive fan and brand experiences at the Genesis Scottish Open 

Provision Events has been appointed to design and deliver the Fan Experience Village at the Genesis Scottish Open, securing a three-year partnership that places experiential marketing and fan engagement at the heart of one of golf’s biggest events.

Following a competitive tender process, the event specialist will lead the planning, creative development, production and on-site delivery of the tournament’s 8,400-square-metre Fan Experience Village from 2026 to 2028, working alongside the DP World Tour and its commercial partners to create an engaging destination for spectators throughout tournament week.

As expectations of live sporting events continue to evolve, organisers are investing more heavily in experiences that extend beyond the competition itself. Today’s fans increasingly expect opportunities to interact with brands, participate in activities, create shareable moments and spend more time within the event environment, while sponsors are looking for activations that generate genuine engagement rather than simple visibility.

Provision Events will work with tournament stakeholders and partners, including SBK and Scottish Golf, to develop a programme of interactive experiences, branded activations and entertainment designed to enhance the visitor journey while supporting partner objectives.

Stuart Langlands, Business Development Director at Provision Events, said:

“The Genesis Scottish Open is one of the premier events in professional golf, making it an exciting opportunity to create experiences that deliver value for both spectators and commercial partners.

“The most successful fan experiences are those where brand engagement feels like a natural part of the event. Our focus is on designing environments that encourage participation, create memorable moments and help partners connect with audiences in authentic ways.”

The Fan Experience Village will feature a combination of interactive golf challenges, entertainment, family activities and sponsor activations, with the majority of experiences housed within Provision Events’ premium AirClad [X] structures. The modular environments provide fully brandable spaces that enable partners to create high-quality activations while maintaining a consistent look and feel across the wider event.

The appointment builds on Provision Events’ experience delivering experiential campaigns and fan engagement programmes across the DP World Tour, including the BMW PGA Championship, Amgen Irish Open and DP World Tour Championship, where the company has created activations for rights holders and global brands.

Managing Partner Matt Lomasney, who will oversee delivery of the project, said:

“Fan engagement has become a defining part of the live event experience. Successful activations need to balance creativity with operational excellence, ensuring brands can engage audiences in meaningful ways without disrupting the flow of the event.

“Our role is to create an environment where spectators, sponsors and the championship all benefit from a seamless, engaging experience.”

In addition to delivering the central Fan Experience Village, Provision Events will support a number of DP World Tour commercial partners with on-site activations, helping integrate sponsor experiences into the wider event while creating a cohesive visitor journey.

The appointment reflects the continued growth of experiential marketing within live sport, where well-designed fan environments are becoming an increasingly important driver of audience engagement, commercial value and event success.