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Scott Van Pelt just discussed this by Brandon

on the No Laying Up Podcast this week. When ESPN covered the event, there was never any formal directive of any kind to make it The Open vs. The British Open. He said those on the broadcast and production crews made the simple call to refer to it in the same way that those who put on the tournament do. The R&A called it the Open, so they called it The Open on the air and in advertisements. It may be true that the R&A didn't always call it that themselves, but that's what they do now, so why put up a fight about it?

SVP likened it to how when covering the Masters, the broadcast refers to the fans as "patrons", the rough as "second cut", the first and second nine holes etc. It's simply being deferential to those who organize and put on the event.

I don't get bothered by hearing it either way but I find it dumb to that it matters to many people here in the states. What is so threatening that one has to go out of their way to distinctly specify it as British? Who cares?