Family fun

The world’s elite golfers are heading to the iconic links of Royal Lytham & St Annes from 29 July to 2 August for the 2026 AIG Women’s Open – and off the course, the experience is just as thrilling for fans in attendance.

At the heart of the venue, our Festival Village brings fans together for an energetic, welcoming day out tailored for every generation, from young kids taking their first swings to long-time golf lovers.

Whether you are looking to test your own game, grab a bite to eat, or simply soak up the atmosphere between rounds, the village is brimming with entertainment for the entire family.

Interactive golf and challenges

The ever-popular Golf It! mini golf course returns, offering fun for all abilities alongside the chance to fine-tune your swing in the hitting bays. If you want to take your experience further, step into the brand-new Swing Hub dome, featuring two state-of-the-art Toptracer simulators.

Here, fans can test their skills in the Toptracer Local Challenge for a chance to win fantastic prizes. We will have golf clubs available in all sizes to try out.

The Swing Hub also features a massive LED screen showing live tournament footage, hosting daily Q&As with current tour stars and legends of the game, and serving as the backdrop for live podcast recordings.

Nearby, Husqvarna will be running a dedicated short game experience in the village, giving fans the chance to test their precision in a fun golfing challenge. Right next door, visitors can step inside a feature container to learn all about the technology behind their robotic mowers and catch special ambassador podcasts throughout the week.

Plus, don't miss the Mercedes-Benz activation celebrating '140 Years of Innovation' alongside the 50th anniversary of the AIG Women's Open, where fans can take on a unique digital challenge for a chance to win exclusive prizes.

Eat, drink and unwind

Foodies will be in their element thanks to a mouth-watering lineup of street food traders serving up vibrant, passionate, and diverse culinary offerings across the village. Free water refilling stations are situated throughout the site, with reusable stainless steel water bottles available for purchase (or you are welcome to bring your own from home).

The event operates as a cashless site, and paying with a Mastercard earns you 10% off all food and beverage purchases.

When it is time to take a break, head to the Singha beer lounge - a laid-back outdoor garden area furnished with comfortable seating, making it the ideal spot to relax with a cold drink.

Official partner Loch Lomond Whiskies will also be celebrating the Championship's 50th anniversary with a dedicated pop-up venue where fans can purchase limited-edition bottles or enter "Golden Ticket" draws by donating to The R&A Foundation for a chance to win an exclusive anniversary bottle.

For a touch of luxury, step into the Fairway Social Club - a relaxed stretch-tent lounge hosted in collaboration with Mastercard. Here, fans can try a custom putting activation, order a fresh drink from the smoothie bar, enjoy complimentary express massages courtesy of ISHGA, visit the nail bar, or customise golf accessories while supporting small businesses that champion women in golf, such as Tuesday Links.

Family fun and festival games

The popular Kids Clubhouse is back as a central hub for younger fans, offering a dedicated covered space packed with exciting activities under one roof - perfect for keeping little ones entertained rain or shine.

Out in the village, the fan-favourite treasure hunt returns with even more prizes up for grabs across a nine-hole course of hands-on activities and quizzes.

When you want to step away from the tournament action, gather your friends and family for some friendly competition with bar games like shuffleboard, cornhole, and skittles.

Shopping and apparel innovation

Looking to take home a piece of the Championship? The AIG Women's Open Shop will feature a wide range of functional and progressive adidas golf apparel alongside popular official souvenirs and keepsakes. Using your Mastercard at checkout will score you £5 off when you spend £50 or more.

Right nearby, the adidas Tour Truck will give fans an exclusive look at what's next in golf footwear, showcasing their latest high-performance innovations up close.

Plan your journey to the AIG Women’s Open with our handy guide.