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Six new events for European Tour

European Tour
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Lee Westwood (centre) won in Dubai to top the European standings last season

The new European Tour season, which starts in South Africa on Thursday, will feature six new tournaments.

Read the full story here:

The season will have a minimum of 47 tournaments and will once again end with the Dubai World Championship, in November 2010.

The six new tournaments include the Africa Open in South Africa, as well as events in Morocco and India.

But the European Open, which has been played every year since 1977, is not in the schedule for the new season.

What is your view on the schedule for the new season - which starts on Thursday?

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posted Dec 9, 2009

Don't think the point was just about having a Top10 economy.

It was about having a stable, decent economy AND a large golf fan base.

The whole issue to be thrown up from this thread is that if there is such a large potential audience for golf tournaments in the UK, why are The European Tour so intent on playing in India/Malaysia et al.

Is it the Tour's fault? Have they scared off potential sponsors with the price tag or is it the recession to blame?

The disappearance of the European Open is just plain weird. Top tourney, in a good slot in the schedule, now gone.

Any insight anyone?

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posted Dec 9, 2009

Does anyone (diggers?) know what a company hopes to get out of sponsoring a golf tournament?

I mean specifics here of spending the money on golf instead of more exposure to potentially the same demographic in other ways?

I suppose what is the unique marketing aspect of splashing your name on the boards or the name of a golf tournament?

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comment by Diggers (U2300584)

posted Dec 9, 2009

Presumably this all ties into the courses as well, what are they doing to hang onto the events.
Surely the comparision is with Silverstone and what it has done to hang onto the GB grand prix. It must have doen the math and worked out what was need to make the whole process viable.
I guess the two main reasons are exposure and tax benefits Mac ? But as sponsors now are often global corporations possibly they may feel they are better off trying to push their brands in emerging economies rather than an established but faltering one.

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posted Dec 9, 2009

I know one of the last golf clubs I was a member of, had the Euro pro Tour at the course, the club had to pay £25,000 for the privilege, and that was over 9 years ago, and we estimated they lost about £10,000 on the arrangement, and have never held one since.

Is the European Tour pricing itself out of the European market, and therefore needs to look elsewhere????

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posted Dec 9, 2009


But how does holding an event in Dubai or India necessarily promote the brand in that country? If we assume that most of the branding is seen through TV audiences which are in Europe will the 12000 Dubaiís or Indians that turn up to an event really make an impact on the companies target audience?

Plus global appeal is not unique to golf that is applicable to any sporting event, and there are ones that are much more global than golf?

Fair enough the dubai government puts £20000000 and then demand an event in Dubai but why would the European tour try to hold an event outside Europe unless the company is non European?

I just donít see the locals really being exposed to much of the advertising if they are not watching the golf. And if they are watching it will be on TV so it doesnít matter what country it is in.

So finally is it not the TV audience numbers that really matter?

And we still havenít answered what unique marketing features golf offers?

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posted Dec 9, 2009


i'd imagine one of the major 'unique marketing features' offered by a golf tournament is the pro-am aspect. The stereotypical view of business being done on the golf course is certainly true and being able to offer major clients the chance to play a 'tour level' golf course (whether or not all of the courses used really are at that level is a different matter) in the company of a tour pro could certainly be seen as 'unique'. In the same way there is potential for goodwill towards the company in question; offering up hospitality tickets or slots in the pro-am as prizes for raffles at charity balls etc. The final area that I can think of that is tied into this is the good old incentive for top performers within the company itself.

Sure, you get corporate deals for lots of other sporting events but golf is a genuine day long event which you can easily dip in and out of when it comes to spectating and can cater for large numbers at the same time.

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comment by Kubali (U13723610)

posted Dec 9, 2009

'Please explain again why is it still called the 'European tour'? LOL.

'guys unouos is not a real golf fan'

Regardless of whether I follow golf avidly or not, I am perfectly entitled to wonder why the term 'European tour' includes more and more events outside of the geographical boarders of the continent of Europe! Idiot.

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posted Dec 9, 2009


but would you agree most golf is watched on tv and maximising tv audiences is the way to go.

If an event is on at silly UK times how many people will watch, we might need floodlit courses like f1?

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comment by Alex (U14249253)

posted Dec 9, 2009

I agree mclaren but if golf does go down the tv audience route will it become narrow minded about the 'real' spectators and pride itself entirely entirely on the money they are raking in through watching on tv.

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posted Dec 9, 2009


i'd agree to an extent but i'd also suggest that during the summer you are more likely to get viewers for events that don't take place in the middle of the day when people are either at work (Thursday & Friday) or actually doing things (Saturday & Sunday). It's just a shame that the Middle East etc is to the east of Europe - it would be much better for viewing figures if it was nearer America laugh

I would also say that a lot of the companies probably don't look to tv audiences for business - a financial services or investment company doesn't get their message across in any greater a way through having boards looked at all day than they do from having the company name in the key pictures; the highlights and the pictures of the winner. Having the name on the title of the event is as likely to raise interest as having boards everywhere at the event will, and marketing is surely about getting people to recognise the name?

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