Ryder Cup history to be made as stunning new partnership announced

Europe’s Ryder Cup fans will have a new way to support their heroes at Adare Manor next September.

The 46th edition of the iconic golf event is heading to Limerick, Republic of Ireland as Team Europe look to defend their trophy against their American rivals.

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Luke Donald’s men beat Keegan Bradley’s USA superstars 15-13 at a hostile Bethpage Black last autumn.

Donald is overseeing his third Ryder Cup as skipper at Adare Manor while Jim Furyk will be hoping to turn things around for the Americans following two humbling tournaments.

But Team Europe are going the extra mile again in search of glory and fans will love a little piece of history that will be made in Ireland.

For the first time, European supporters will be able to purchase replica kits of what the players wear on certain competition days at the event and through official online Ryder Cup store.

With golf popularity booming and golf-inspired style now an everyday fashion choice, Team Europe are hoping the new innovation will change the dynamic at the course and bring an extra layer of support from the home crowds similar to that of a football match.

Last year, Donald’s men donned apparel from Loro Piana – a sky blue top on Friday, a reddish-brown kummel outfit on Saturday and classic white on their victorious Sunday.

The trio of shirts became popular among fans, aided by the brilliant play of Rory McIlroy, Tommy Fleetwood and co while wearing them.

And at Adare Manor, fans will be able to purchase what the team is wearing out on the course thanks to a new partnership with Fanatics.

Fanatics, a leading digital sports platform helping fans connect with sports they love, have taken over from Legends in being named the exclusive retail partner of Ryder Cup Europe and the DP World Tour.

Fanatics will operate the retail at the Ryder Cup at Adare Manor and run outlets at the Irish Open, Scottish Open, BMW PGA Championship and British Masters.

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The 2027 Ryder Cup kits will be revealed in the lead up to the showpiece event.

Richard Bunn, Chief Revenue and Content Officer at the European Tour Group, said: “This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases. 

“For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over. This is also translating into strong demand for official product and Fanatics bring a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.”

Stephen Dowling, International President at Fanatics, added: “This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter. 

“As a proud Irishman, seeing the Amgen Irish Open and the Ryder Cup at Adare Manor both part of this partnership makes it even more special personally, there’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.”

The 2027 Ryder Cup at Adare Manor will take place on September 17 to 19 next year as Europe look to make it a hat-trick of victories.

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AFP

The qualification process for Donald’s third European team will begin at the British Masters, which takes place at The Belfry next week.

Qualifying will run until August 22 next summer when the leading six players in the standings will make the team outright before Donald confirms his six Captain’s Picks.

Ryder Cup classic kits

Since their disastrous all brown outfit in 2002, Europe have employed some top designers to keep their squads looking the part.

Often donning blue and yellow, Europe have elected to keep their designs sleek in recent years and fans have loved the apparel.

The three-quarter white top in 2018 and maroon number from 2012 are among the most fondly remembered.

Team US, on the other hand, have struggled in the design department and hit the headlines for the wrong reasons with their infamous 1999 portrait shirt and the dreadful leaking tracksuits in 2010.

The Americans also made fashion faux pas with their tartan shirt in 1995 and a bizarre purple choice when Tiger Woods was in his pomp.