Post Event Analysis - Solheim Cup 2026

Post Event Analysis - Solheim Cup 2026

Summary

The 2026 Solheim Cup, held at Bernardus Golf in North Brabant, the Netherlands, from 11 to 13 September 2026, saw Team Europe regain the trophy from Team USA with a 15-13 win. This Post-Event Analysis assesses the commercial performance of the event across its media, sponsorship, ticketing, attendance and legacy programs. It covers IMG's international distribution to more than 155 territories, the 12 broadcaster agreements in place for 2026, the fall in US TV audiences, the estimated $3.9m in annual sponsorship value across 16 partnerships, the four-tier ticket and hospitality structure, attendance of more than 80,000 spectators, and the projected €17.0m ($19.0m) direct economic impact for North Brabant and the Netherlands.

Europe won the 2026 Solheim Cup 15-13 on home soil at Bernardus Golf, and the event performed strongly on site, but US TV audiences nearly halved compared with the last European-hosted edition. IMG Media distributed the event to more than 155 territories and 620 million households, with over 30 hours of live coverage. Twelve broadcasters held 2026 rights, 10 of them on a pay-TV-only basis, and Sky is the only one with a multi-year deal, renewed with the Ladies European Tour through 2030. In the US, Golf Channel's Sunday singles audience fell 39% to 170,000, against 277,000 in Spain in 2023. The analyst estimates annual sponsorship value at $3.9m across 16 partnerships. The three Global Partners - Skyscanner, Rolex and Ping - hold 45.5% of that value, and US-headquartered brands are the largest home market, with 32.5%. More than 80,000 spectators from over 40 countries attended the first car-free Solheim Cup, with tickets ranging from €118.8 ($132.8) for general admission to €850.0 ($951.4) for Clubhouse hospitality. The Dutch Golf Federation (NGF) projects a €17.0m ($19.0m) direct economic impact and aims to lift female golf participation in the Netherlands from 32% to 40% through legacy programs.

Key Highlights

• Team Europe regained the Solheim Cup with a 15-13 win over Team USA after the teams were tied 8-8 going into the Sunday singles.
• IMG Media's distribution reached more than 155 territories and 620 million households, but 11 of the 12 broadcaster agreements cover 2026 only; Sky's renewal through 2030 is the only long-term deal.
• Golf Channel's US Sunday audience fell 39% to 170,000, compared with 277,000 when the event was last held in Europe in 2023.
• The analyst estimates the event's annual sponsorship value at $3.9m across 16 partnerships, with the three Global Partners - Skyscanner, Rolex and Ping - holding 45.5%.
• Consumer goods and travel & tourism brands supply 46.1% of annual sponsorship value, while US-headquartered brands contribute 32.5%.
• More than 80,000 spectators from over 40 countries attended, with ticket prices ranging from €118.8 ($132.8) to €850.0 ($951.4).
• The NGF projects a €17.0m ($19.0m) direct economic impact and targets an increase in female golf participation in the Netherlands from 32% to 40%.

Scope

• Event overview: result, format, host-week facts and the absence of player prize money
• Media landscape: broadcast deals by region and access type, media acquirers by market, platforms and term, and reported reach and audience figures, including the decline in US viewership
• Sponsorship landscape: sponsorship scorecard by partner tier, estimated annual value by partner and by brand parent industry, and partner roster by partnership type and brand headquarters
• Attendance and legacy: ticket and hospitality pricing tiers, attendance and on-site media figures, projected economic impact, participation legacy and sustainable operations
• Key takeaways for rights holders and brands

Reasons to Buy

• Understand how the 2026 Solheim Cup was commercialized across media, sponsorship, ticketing and hospitality, with the analyst estimates of annual sponsorship value by partner, tier and industry
• Benchmark the event's broadcast footprint, broadcaster deal terms and audience performance, including the drivers behind the fall in US TV audiences
• Identify the brands and sectors investing in elite women's golf and the structure of the Solheim Cup partner program, to inform sponsorship sales and partner acquisition
• Assess the event's ticket pricing ladder, attendance, economic impact and car-free operating model as a reference for future hosts and bidding destinations
• Draw on clear takeaways on the opportunities and risks facing rights holders and brands ahead of future editions