When the world’s best golfers tee off at The Open on 20 July 2017, it will simultaneously be the starting point for ground-breaking activities on the part of the event organiser R&A in co-operation with Mercedes-Benz. Although The Open is now being staged for the 146th time, thus representing an outstanding and unique tradition in the world of golf, the tournament is abound with innovation. It is a long tradition that the iconic Claret Jug is returned to the venue at the start of the tournament week by the previous year’s winner. This will be a world premiere for Henrik Stenson: for the first time ever, he will be driven to the tournament venue in a visionary research vehicle F015 Luxury in Motion, where he will hand the trophy over to Martin Slumbers, Chief Executive of the R&A. The golfer who will have the honour of calling the Claret Jug his own for the next twelve months will be decided in the four scheduled tournament rounds.