From Pro-Am Gifting to Live Tournament Retail
The 2026 Amgen Irish Open provides a powerful example of the flexibility of the Apex Personalisation Platform, with Your Own Brand delivering two distinct personalised experiences during tournament week.
On Wednesday of tournament week, the Apex Experience™ was delivered to participants in the Amgen Irish Open Pro-Am, transforming tournament gifting into a live, personalised experience.
Following the Pro-Am, the Apex operation moved into the tournament retail environment, where Your Own Brand supported Trump International Golf Links & Hotel Doonbeg within the merchandise tent using two Apex Retail Markers.
This enabled spectators to personalise selected Trump Doonbeg merchandise live at the event, demonstrating how the same Apex platform can move seamlessly from premium corporate and participant gifting to high-volume tournament retail.
The Pro-Am Experience
For the Pro-Am, Apex was used to create a premium gifting experience for participants on Wednesday.
Rather than simply receiving a standard tournament gift, participants were able to experience live personalisation as part of their day, turning their products into unique keepsakes from the Amgen Irish Open.
The experience demonstrated how Apex can enhance Pro-Ams, sponsor programmes, VIP hospitality and corporate gifting, adding an interactive element to traditional tournament gifting.
Tournament Merchandise Retail
Following the Pro-Am, Your Own Brand transferred its focus to the merchandise tent, supporting Trump Doonbeg with two Apex machines.
The two-machine deployment provided the capacity to personalise merchandise live throughout the tournament while maintaining fast turnaround times during busy periods.
Customers could select qualifying Trump Doonbeg products and have them personalised at the event, transforming premium golf merchandise into unique souvenirs of their visit to the Irish Open.
One Platform – Two Applications
The Amgen Irish Open demonstrates the versatility of Apex within a single major golf event.
Pro-Am & Hospitality
Premium participant gifting.
Live personalisation.
Sponsor and VIP engagement.
Memorable tournament keepsakes.
Enhanced perceived value of tournament gifts.
Tournament Retail
Two Apex Retail Markers operating within the merchandise tent.
Live personalisation of Trump Doonbeg merchandise.
Fast on-demand laser engraving.
Increased customer interaction.
Opportunity to increase conversion and average transaction value.
Premium commemorative products created during the tournament.
Strategic Value
What makes the Amgen Irish Open deployment particularly significant is the ability to use the same technology, operational expertise and product platform across multiple areas of tournament week.
Apex is not limited to the merchandise tent.
The platform can support the complete tournament ecosystem, including Pro-Am participants, sponsors, hospitality guests, VIPs, corporate partners and spectators, before transitioning directly into high-volume event retail.
This creates an opportunity for tournament organisers, venues and commercial partners to deliver a consistent personalised experience across multiple customer groups while maximising the commercial value of a single Apex deployment.
The same model can be replicated across DP World Tour tournaments, Ryder Cups, The Open Championship, PGA Tour events, LPGA events and other major sporting occasions.
Programme Highlights
Apex Experience™ delivered to Amgen Irish Open Pro-Am participants.
Live personalisation during Wednesday’s Pro-Am.
Two Apex Retail Markers deployed in the tournament merchandise tent.
Your Own Brand team supporting Trump Doonbeg throughout the retail activation.
Personalised Trump Doonbeg merchandise produced live at the tournament.
One Apex deployment supporting both premium gifting and event retail.
Demonstrates the flexibility of Apex across Pro-Ams, hospitality, sponsorship and merchandise retail.
Provides a scalable model for future DP World Tour and major golf events.