Hero Wall Fan Experience at the 2025 AIG Women’s Open

The R&A, one of golf’s most prestigious governing bodies, teamed up with CUE to deliver an innovative Hero Wall fan experience at the 2025 AIG Women’s Open, held July 30–August 3 at Royal Porthcawl Golf Club. The championship made its Wales debut, welcoming 144 LPGA and LET golfers for the 49th edition of this global event.

Powered by the CUE Platform, the Hero Wall connected fans, players, and celebrities in real time through user-generated content (UGC). In the month leading up to the tournament, fans worldwide submitted photos, videos, and messages, with UGC moderation ensuring a brand-safe, high-quality experience. Multiple instances were configured for each participating country and golfer to streamline review, organization, and display.

Two members of CUE’s on-site activation team curated and moderated content and coordinated the output, so each golfer saw messages tailored specifically to them. During player-facing moments, we used PostUp’s new audio feature, allowing golfers not only to see fan-submitted images but also to hear video messages, creating a more immersive, interactive fan experience and deepening player–fan connection.

Fans around the world delivered an outpouring of support, seeing and hearing the heartfelt video messages through the audio feature made golfers’ live reactions a highlight.

“We were proud to partner with the R&A for this historic AIG Women’s Open,” said Jack Colton, Commercial Manager EMEA at CUE. “Our goal was to create a moment that celebrates women’s golf and brings fans closer to the action. Watching players engage with curated content made for an incredible event.”

For more information about the AIG Women’s Open and the Hero Wall, visit aigwomensopen.com/herowall.

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