The Open, also known as The Open Championship, is one of the four major championships in professional golf. Renowned for its rich history and tradition, it is the oldest golf tournament in the world, first played in 1860. The Open is held annually in the United Kingdom and is governed by the R&A. Its strengths lie in its prestigious status, challenging links courses, and the fact that it attracts the world's best golfers who compete for the iconic Claret Jug. The level of global brand awareness for The Open is exceptionally high among golf enthusiasts and sports fans alike, as it is broadcasted internationally and considered a marquee event in the global sports calendar, symbolizing the pinnacle of achievement in the sport of golf.