The European Tour

Developing a strategy to reach new audiences and attract new partners

We’ve assisted the Tour in devising an innovative strategy that aims to open up the sport to a new audience. The strategy centres around a ‘Premier Series’ of flagship events which will contribute points to the player’s Ryder Cup standings. Additionally the sport is evolving with new formats such as 6-hole short-form golf. Finally, an open-door social and digital strategy is letting fans see the sport and its stars like never before.

We have also worked with the Tour to identify and negotiate partnerships with new sponsors. Notable partnerships include:

  • Lyle & Scott: Official Apparel partner for the 2016 British Masters at The Grove
  • Aggreko: long-term agreement to provide temporary power and climate control solutions across marquee events within the European Tour schedule. The partnership includes the next two Ryder Cup events and the Rolex Series events