The Open (154th)
Sunday 12th July, 2026
The 154th Open Championship is golf’s oldest major, taking place at Royal Birkdale in July 2026 with practice days followed by four days of championship play to crown the Champion Golfer of the Year. This gives Lego a chance to join conversations about family-friendly experiences, outdoor play and skill-building toys around a major sporting event in the UK where diverse audiences — from children to collectors — tune in.
Why have we flagged this?
The Open offers a credible, on-theme angle for LEGO: family-friendly activations at the course, golf-themed playsets or build workshops, and reactive commentary on kids’ outdoor play and skill development during a major UK sporting moment — all likely to earn coverage if well executed.
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