History meets modern technology during the final major of the year in women’s professional golf, as the AIG Women’s Open returns to the “Home of Golf” — the Old Course in St Andrews — for just the third time in almost 50 years.

In conjunction with this week’s tournament, the world’s first playable golf billboard has been 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, enabling new and longtime fans to connect with the AIG Women’s Open, and golf more broadly, in an innovative, interactive and fun way. The playable billboard is located at Edinburgh Waverly Station and gives golfers (and non-golfers) the chance to hit a tee shot at a simulated version of the iconic Old Course’s par 3 eighth hole.

Modern technology will enable the velocity, arce and direction of participant’s shots to be tracked, showing the simulated flight of the real ball in real time across the LED screen. A leaderboard will track those shots that are closest to the pin, with prizes that include a pair of Sunday tickets to the AIG Women’s Open and a chance for the winner to be an official walking scorer for one of the groups during the final round.

In keeping with the effort to engage newbies as well as experienced golfers, prizes will also be awarded in a furthest-from-the-pin challenge.

“This activation brings 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, the R&A’s Championship Director of the AIG Women’s Open. “We are giving both new and longtime fans the opportunity to engage with the AIG Women’s Open like never before, reaching new audiences and enhancing their connection to golf.”

The R&A is continuing its “Kids go Free” program at the AIG Women’s Open during the first, second and final rounds, giving free admission to children under the age of 16 if they’re accompanied by a paying adult. There are also half-price tickets available those days for fans between the ages of 16 and 24.

As part of the high-tech experience, the R&A will compile the shot tracer from every swing in a single day onto the billboard at one time, creating a dramatic visual representation of hundreds of simulated shots.

Georgia Hall, champion of the Women’s Open in 2018, applauded the R&A for its fun and innovative concept. The AIG Women’s Open, which was established in 1976, is one of five major championships in professional women’s golf.

“The playable billboard is a brilliant idea to introduce more people to golf and get them excited about the AIG Women’s Open,” said Hall. “It’s initiatives like these that will keep our sport growing and evolving.”

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

Lilia Vu is the reigning champion, having won the 2023 tournament by six strokes at Walton Heath in England for her second major title. Current U.S. Solheim Cup Stacy Lewis won the Women’s Open the last time it was contested at St Andrews in 2013, preceded by Lorena Ochoa’s four-shot, wire-to-wire victory in the women’s inaugural championship at the Old Course in 2007.