The R&A

The R&A is one of golf’s governing bodies, responsible for the rules of the game, the development of the sport and the staging of 22 championships and events through the year. Its mission is to ensure golf is thriving in 100 years' time.

Achieving that requires a major shift in the way the sport is perceived: widening participation. Having identified digital as the critical lever for making that shift, The R&A engaged UNRVLD to define the strategy and build the platform that would make it real.

The three key aims of the new website were to match the authority and ambition of the institution, serve the full breadth of The R&A's audiences from first-time golfers to affiliated unions and equipment manufacturers, and to broaden participation in the game.

UNRVLD led the strategy and design of the new randa.org website, built to reach well beyond The R&A's traditional audience and challenge assumptions about who the game of golf is for.

We defined the digital strategy, designed the information architecture and created the visual design system that would give the institution a bold, modern presence without compromising the weight of its heritage. Content is organised around distinct audience segments, from children learning the game to clubs, officials and equipment manufacturers, giving each the right route in without obscuring the others.

All 22 of The R&A's championships and events are covered with live scoring, stats, commentary and editorial. Historical records, course details, competition registration and the participation funnel sit alongside each other, so a first-time visitor and a lifetime member land in the same place and find what they came for.

The platform was built on a headless Kentico Kontent architecture, giving The R&A's content teams the flexibility to publish and update across every section without developer dependency.

The new website gives The R&A a digital presence that matches the scale and ambition of the institution for the first time. The platform brings together rules, championships, development programmes and participation guides in one place, giving every audience a clear route in regardless of where they are in their relationship with the game.

The content architecture UNRVLD designed means The R&A's editorial teams can publish and update across all areas of the site without external dependency, keeping the platform current across 22 year-round championships and a global calendar of events.