American Express signs St Andrews Links partnership for member access
American Express has secured a partnership with St Andrews Links Trust, becoming the Official Payments Partner for the historic golf venue. Eligible Platinum and Centurion Members gain exclusive access to apply for 2027 tee times, including potential rounds on the Old Course. The initiative enhances Amex's premium lifestyle offerings without affecting local access or affordable initiatives.

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American Express (NYSE: AXP) has entered into a partnership with St Andrews Links Trust to become the Official Payments Partner of the renowned golf destination. The agreement provides eligible Consumer, Business, and Corporate American Express Platinum Card and Centurion Members in select countries with an exclusive application process for a chance to purchase golf packages at select St Andrews Links courses in 2027.
The partnership aims to leverage American Express’ global presence to make St Andrews more accessible to international golfers while preserving the traditions of the Home of Golf. Eligible members will have the opportunity to play on the iconic Old Course, which is more than 600 years old and has hosted golf’s oldest major championship a record 30 times, with the next edition scheduled for 2027.
Application Process and Timeline
The Amex-exclusive application process will operate on a tiered schedule:
- Centurion Members: Applications open August 26 at 10 am BST.
- Platinum Card Members: Applications open September 2 at 10 am BST.
The application window concludes at 11:59 pm BST on September 9. This timeline precedes the annual Swilcan Package application process, which remains open to all golfers. Selected Card Members will have approximately seven days after notification to purchase the offered golf package.
Member Benefits and Perks
Card Members selected through the exclusive window who purchase a golf package will receive specific benefits designed to enhance their experience:
- Complimentary pull trolleys for all courses.
- A customized photography gift commemorating their round on the Old Course.
Golf handicap restrictions and terms apply. The partnership does not impact the number of tee times available for local golfers or other traditional access routes. St Andrews will continue to offer its affordable golf initiatives alongside this premium channel.
Strategic Context
This collaboration expands American Express’ global sports partnership portfolio, which includes associations with the NFL, Formula 1, Wimbledon, and the US Open. Shiz Suzuki, Vice President of Global Brand Sponsorships & Experiential Marketing at American Express, noted that golf and premium travel remain key passions for Card Members globally. The deal builds on the company’s long-standing history in golf, dating back to 1958.
James Ralley, Commercial Director at St Andrews Links Trust, stated that the partnership opens a new channel to raise brand awareness among a broader international audience. As a charitable trust, St Andrews Links Trust reinvests all surplus from commercial activities into the preservation of the Home of Golf and its charitable objectives. The trust manages eight Links courses, four clubhouses, a golf academy, and six retail stores, hosting more than 290,000 rounds annually.
How might this exclusive partnership influence American Express' strategy for acquiring and retaining high-net-worth clients in the luxury travel sector?
What potential impact could the introduction of a premium, card-exclusive access channel have on the traditional Swilcan ballot system and local golfer sentiment?
Will American Express leverage this partnership to expand its sports sponsorship portfolio into other heritage or niche sporting events beyond golf?

































