The Open
Thursday 16th July, 2026
The Open is golf’s oldest men’s major, taking place in July 2026 at Royal Birkdale with practice days early in the week and four championship rounds Thursday–Sunday; it draws international media, players and large spectator crowds. This gives Lego a chance to join conversations about family-friendly fan experiences, creative sponsor activations and youth engagement around a high-profile sporting event in the UK that attracts global attention.
Why have we flagged this?
The Open offers a credible PR angle: family-friendly fan experiences, youth engagement and creative sponsor activations fit Lego’s strengths and could be turned into shareable installations, limited-edition sets or on-site building workshops and data stories about play at sporting events. It’s not an automatic fit for core product launches, but a well-run campaign or timely reactions around family travel and kid-friendly event tips could win coverage.
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