European Tour

GolfSixes returns to European Tour after 2017 success

2018-01-02 14:33
Thorbjorn Olesen and Lucas Bjerregaard (Getty Images)

Cape Town - GolfSixes, the short-format golf concept, attracted younger, new fans to the game while delivering impressive social media engagement, according to new analysis by the European Tour.

Data from the inaugural GolfSixes competition last year shows that it saw a 42 percent increase in new golf fans at the event compared to standard European Tour tournaments.

Those attendees were also 14 percent younger than those seen during the rest of the golfing calendar. By virtue of attracting a younger following, social media engagement around the event also exceeded the average rate seen at other European Tour tournaments by 24 percent, delivering over 20 million social impressions.

In response to the positive findings, GolfSixes will return to the European Tour calendar in 2018, as an inclusive 'festival of golf' that encourages even more fan engagement, as well as featuring a junior tournament. The event will once again be hosted at the prestigious Centurion Club.

The GolfSixes format was trialled in response to growing demand for shorter, more intensive competition. It replicates other successful short-form sport concepts such as the T20 Big Bash, World Rugby Sevens Series, Nitro Athletics and Tie Break Tens.

Nathan Homer, Chief Commercial & Marketing Officer of the European Tour, said: "GolfSixes combines the camaraderie and intrigue of team golf with the drama and intensity of a shorter format. The players love it, and the fans enjoy the different, more entertaining atmosphere. Last year we tested the concept and this year we will dial up the fan engagement still further.

"Golf needs a route for younger fans, groups of adults and families to get involved. We know that GolfSixes appeals to those audiences while still offering something to our die-hard fans. We have to keep innovating in order to grow our appeal and the statistics suggest GolfSixes can have a powerful presence in the golfing calendar."

The European Tour has also committed to running a special showcase event during The 2018 Ryder Cup in Paris in order to bring the GolfSixes concept to a global audience.

The GolfSixes Festival will be played on May 5-6 at the Centurion Club, north of London, with the professional tournament featuring 16 nations playing in pairs.

Read more on:    european tour  |  golf
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