At the last major of the year in professional women’s golf, history meets modern technology: The AIG Women’s Open returns to the “home of golf” – the Old Course in St. Andrews – for only the third time in almost 50 years.

In conjunction with this week’s tournament, the world’s first playable golf advertising board was unveiled in Edinburgh, Scotland, about 50 miles south of St. Andrews.

The activation, which is part of the event’s ‘Never Stop Playing’ campaign, transforms a traditional billboard into a high-tech golf simulator, allowing new and long-standing fans to connect with the AIG Women’s Open and golf in general in an innovative, interactive and fun way. Located at Edinburgh Waverly train station, the playable billboard offers golfers (and non-golfers) the chance to tee off on a simulated version of the par 3 8th hole of the iconic Old Course.

Modern technology allows the speed, arc and direction of competitors’ shots to be tracked and the simulated flight of the real ball to be displayed in real time on the LED screen. A leaderboard tracks shots closest to the pin and prizes include two Sunday tickets to the AIG Women’s Open and the chance for the winner to be the official walking scorer for one of the groups during the final round.

To include both beginners and experienced golfers, prizes are also awarded in the “Farthest from the Pin” challenge.

“This activation takes the excitement of golf to a whole new level, allowing players to experience the thrill of golf in a fun and interactive way,” said Zoe Ridgway, Championship Director of the R&A’s AIG Women’s Open. “We are giving both new and long-standing fans the opportunity to engage with the AIG Women’s Open like never before, reaching new audiences and strengthening their connection to the game of golf.”

The R&A is continuing its ‘Kids go Free’ scheme at the AIG Women’s Open during the first, second and final rounds, allowing children under 16 to enter free when accompanied by a paying adult. There are also half-price tickets available on these days for fans aged 16-24.

As part of the high-tech experience, R&A will compile shot tracks from every swing on a single day at once on the scoreboard, creating a dramatic visual representation of hundreds of simulated shots.

Georgia Hall, winner of the 2018 Women’s Open, praised the R&A for its entertaining and innovative concept. Launched in 1976, the AIG Women’s Open is one of five major championships in women’s professional golf.

“The playable billboard is a brilliant idea to bring golf closer to more people and get them excited about the AIG Women’s Open,” said Hall. “Initiatives like this will continue to grow and develop our sport.”

Launched in 1976 and now owned by The R&A, the AIG Women’s Open is one of the five major championships in women’s golf, with 144 players competing at St. Andrews for a total prize pool of $9 million.

Lilia Vu is the reigning champion, having won the 2023 tournament at Walton Heath in England by six strokes, claiming her second major title. Current US Solheim Cup winner Stacy Lewis won the Women’s Open when it was last held at St. Andrews in 2013. Previously, Lorena Ochoa won the inaugural women’s championship on the Old Course in 2007 by four strokes from start to finish.