Find Your Player at the 2026 AIG Women's Open

For the second year running, The R&A partnered with CUE on a fan experience for the AIG Women's Open at Royal Lytham & St Annes. The 50th edition of the Championship brought a new idea from The R&A: Find Your Player, a personality experience that paired every fan with a golfer in the field and gave them someone to follow all week.

A championship is not a season. There is no weekly home schedule to build on, which means a fan experience has five days to do its work, and it has to reach the fans following from home as much as the ones walking the course.

How It Worked

Built with the CUE Platform timeline and branching features, the Find Your Player' campaign asked six personality questions and based on responses funneled fans toward one of twelve player results. The first three questions sorted fans into archetypes, the last three narrowed to a match. Twenty-nine linked timelines created hundreds of possible routes through the experience.

Each result was its own curated moment, carrying the player's name, a description of the personality match, custom artwork designed to The R&A's brand, and a link to that golfer's profile on aigwomensopen.com. Fans could step away and pick up where they left off, or replay the experience to see who else they might match with. Every result was captured, giving The R&A a clear read on which golfers fans were landing on.

Impact

The R&A built a full campaign around it. Find Your Player ran on the Championship website, in the AIG Women's Open app, and across social media, so fans anywhere in the world could take part rather than only those walking the grounds at Royal Lytham. Everyone who finished came away with a name to watch on the leaderboard, and many ran the experience more than once to see who else they might match with.

"The thing I like about working with The R&A is the question they keep asking, which is what else can this do," said Jamie Severns Director of Product Optimization at CUE. "Last year we found a creative use case for PostUp to create the Hero Wall. This year we brought several products and features in the platform together to do something completely different."

Last Year: The Hero Wall

At the 2025 Championship at Royal Porthcawl, CUE and The R&A built a Hero Wall from photos, videos, and messages submitted by fans worldwide. Using PostUp's audio feature, golfers saw fan images and heard video messages at the same time, and their live reactions became highlights of the week. Read the 2025 story.

"Two years, two activations that look nothing alike," said Jack Colton, International Business Lead at CUE. "The R&A does not come to us asking what is on the product list. They come with an idea for their fans, and our job is to work out how to build it. That is why every year with them looks different from the last."

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