Leading multi-channel golf retailer, Direct Golf UK, celebrated the 141st Open Championship at Royal Lytham and St Annes with a £2 million giveaway.

During the course of the tournament, the Direct Golf UK team handed out 50,000 souvenir caps – which featured a distinctive Union Jack – and 100,000 £20 gift cards to spectators.

Direct Golf UK teamed up with Your Golf Travel to re-ignite the golf industry at the biggest event on the UK golf calendar.

A team of 40 Direct Golf workers based themselves on St Thomas’ Road – the main route for spectators into the golf course – to hand out the hats and gift cards, which can be redeemed by mail order, online or at any one of Direct Golf’s 21 UK stores.

John Andrew, Direct Golf UK Founder and Chairman, said: “As a proud British company, we saw the Open as a wonderful and unique opportunity for the UK golf industry to create a genuine feel good factor that the game needs, particularly with the bad weather these past couple of months.

“Our promotion was extremely well-received by both spectators and many within the golf trade.”

Visit www.direct-golf.co.uk to redeem gift cards.