St Andrews, December 09, 2025
A golf course in St Andrews has officially changed its name from The Duke’s Course, previously named after Prince Andrew, to the Craigtoun Course as of this week, aiming to dissociate from the former prince amid his declining public reputation.
Rebranding Reflects Shift Away from Prince Andrew
The rebranded Craigtoun Course, located in the historic golfing town of St Andrews, marks a decisive move to distance the venue from Prince Andrew’s association. The name change was implemented in early December 2025. It replaces the previous title of The Duke’s Course, which honored Prince Andrew, Duke of York.
Motivations Behind the Name Change
This renaming is largely driven by the significant decline in Prince Andrew’s public standing following several controversies. The move seeks to sever ties with his tarnished reputation, thereby restoring the course’s appeal to both the golfing community and the broader public. Stakeholders involved view this as an essential step to maintain the venue’s prestige and ensure it remains an attractive destination free from negative connotations.
Connection to Local Heritage
The new name, Craigtoun Course, is inspired by Craigtoun Country Park, a nearby local landmark. This choice aligns the golf course more closely with the local geography and community, positioning it in a context with positive and neutral associations. The park’s proximity lends the golf course a fresh identity rooted in the region’s natural and cultural environment.
Background on The Duke’s Course
Originally named in honor of Prince Andrew, the golf course carries a legacy tied to the British royal family. However, evolving public perceptions and controversies related to the former Duke of York precipitated reconsideration of this association. By adopting the Craigtoun name, the facility signals a clear break from past affiliations.
Implications for Public Perception and Business
The name change is expected to have wider significance beyond mere branding. For business leaders, policymakers, and global citizens observing shifts in how institutions respond to reputational risks, this presents an example of proactive rebranding to protect and enhance value. The course’s management signals responsiveness to public sentiment, which may be critical in sustaining long-term engagement and commercial success.
Moving forward, the Craigtoun Course serves as a case study in how organizations tied to high-profile individuals can adapt in the face of controversies, emphasizing local identity and stakeholder interests as guiding principles for renewal.