Callaway Golf Europe has released CHARM, a new original short film that ‘provides a window into the soul of Portrush’, venue for the 153rd Open Championship, which gets underway on Thursday.
The 60-second production pays tribute to golf’s enduring connection with the people and the place intertwined with the golf course at Royal Portrush.
Narrated by actor and Portrush resident James Nesbitt, CHARM takes viewers on a journey through the rituals and relationships that define this unique coastal town. From the harbour to the fairways, it is a story of a community and landscape shaped by golf, where the game is woven into the rhythm of daily life.
Shot on location by Callaway Media Productions Europe, the film captures the sights and sounds of one of golf’s most iconic seaside towns as it prepares to host the Open Championship once again. There are appearances from locals, including Matt McAlpin, owner of Portrush’s Harbour Bar, along with the greenkeepers working in earnest to ready the fairways at Royal Portrush. The film also features the Tour bag that will be used by Callaway Tour Staff professionals, including last year’s Open champion, Xander Schauffele.
“With CHARM, we set out to tell a story that’s both local and universal,” said Chris Gregg, Marketing Director, Callaway Golf Europe. “In Portrush, the town, the links and the sea are inseparable. The film showcases how the game is about more than the iconic course — it’s about the people, the place, and the invisible thread that ties them together.”
Callaway’s Limited Edition July Major Tour Bag has been inspired by Portrush and features a bold graphic of Dunluce Castle standing between a vivid turquoise sea and sky, with bright orange life ring zips and rope netting on its side panels.
CHARM is available to watch now across Callaway Golf Europe’s social and digital channels. It will also air daily in 60-second TV commercial spots on Sky Sports during the Major tournament days (July 17-20), bringing the story of Portrush to golf fans across the UK and Ireland.