- The R&A has announced a new six-year partnership with Accenture
- Golf fans could soon start seeing AI-generated highlights during major tournaments
- The move brings golf up to date with sports like Formula One and The Premier League
Golf could soon look very different on TV. The R&A has announced a new six-year partnership with Accenture that aims to bring artificial intelligence, cloud technology, and advanced data analytics into how the sport is run and broadcast.
The organizations say the deal will help deliver deeper insights across golf operations as well as the fan and player experience. While the announcement is light on specifics, it strongly suggests AI could soon reshape how fans watch tournaments — including The Open Championship.
Joining other sports
Many sports already use AI extensively. Formula One, for example, uses predictive analytics and telemetry to generate live broadcast graphics. The Premier League increasingly relies on data-driven insights and automated highlights powered by AI.
So far, golf broadcasts have traditionally been more conservative and slower to adopt new data tools, focusing instead on shot distance and traditional statistics. This partnership suggests that may finally be starting to change.
What this could mean
As mentioned, the announcement is light on specifics, so it’s worth imagining what this might actually mean for golf broadcasts once AI tools are fully integrated.
AI could easily power features such as win-probability graphics, expected score for a hole, shot-risk analysis, or predictions about how likely a player is to reach the green.
How would this work? AI systems can analyze thousands of historical shots, weather conditions, and player performance data to estimate outcomes in real time.
Looking a little further ahead, we could also see more personalized viewing experiences. Golf is unique in that dozens of players compete simultaneously across a course, which means fans often miss key moments
AI-driven video systems could automatically identify important shots and deliver them directly to viewers, based on their preferences for particular players.
This isn’t entirely new. Amateur golfers already have access to AI-powered tools designed to improve their game. Platforms such as Arccos combine game tracking, advanced analytics, and smart laser rangefinders to help golfers refine strategy, make better decisions, and lower their scores.
For now, the details remain thin. But if AI begins influencing golf in the same way it already has in sports like Formula One and baseball, broadcasts could soon become far more interactive, predictive, and personalized.
For golf fans, it may also signal that the next few seasons will introduce a very different way of following the sport.
