England - The unpopular European Tour stop

One of the main concerns pertaining to the European Tour in recent years has been the distinct lack of tournaments staged in England. Last season, for example, only one event – the circuit’s flagship BMW PGA Championship – took place in England, and only three were staged in Spain – a destination that, for so long, was the traditional epicenter of the tour. To make matters worse, a simple glance at the Official World Golf Ranking revealed three Englishmen – Justin Rose, Lee Westwood and Luke Donald – inside the top 10. At a time when the interest in English golf was as high as it had been for several decades; a time when it seemed obvious to harness positive feeling around the country and attempt to grow the sport, many simply couldn’t understand how, or indeed why, only one tournament took place on our shores.

Of course, the state of the global economy was arguably the biggest factor. Sponsors didn’t, and to an extent still don’t, see England as a viable place to market their product, despite the excellent attendance figures at the BMW PGA Championship, the knowledgeable fan-base and the frequently-professed enjoyment of tour players playing in front of such galleries. Still, this week, an announcement was made by Volvo, IMG and the European Tour that many have seen as the first step in redressing the balance, and helping to give England the presence and prominence it once enjoyed on the European Tour.

At a news conference in London, the International Course at the London Golf Club was announced as the host venue for the Volvo World Match Play to celebrate its 50th anniversary. The tournament – first won by Arnold Palmer at Wentworth in 1964 – was staged on the famous West Course until 2009, when Volvo implemented its strategic course rotation. Between 2010 and 2012 the tournament moved to Finca Cortesin in Spain, before heading to Thracian Cliffs in Bulgaria. Volvo has shown a commendable dedication to supporting and growing golf – as highlighted by taking the event to eastern Europe for Bulgaria’s first European Tour tournament – but the decision to move the Match Play back to its ‘spiritual home’ will please a huge number of golf fans.

Some commentators have suggested this move could signal the return of more European Tour events to England over the next few years. Economic conditions are continuing to improve quarter on quarter and the climate is one of growth and increasing stability. Some ten years ago, Woburn, the Belfry, Wentworth and other courses were used year in, year out. Simply put, England is one of the key markets for a number of golf sponsors, but recent economic conditions have persuaded them their money can work harder elsewhere.

In short, there wouldn’t have been such an exodus from England if economic conditions had stayed the same as they were at the turn of the century. Take 2000, for example. Six tournaments were staged in England from May to October: the Benson and Hedges International Open, the Volvo PGA Championship, The Compass Group English Open, the Compaq European Grand Prix, The Victor Chandler British Masters and the Cisco World Match Play Championship.  There is a reason why so many sponsors chose to back tournaments in England, and there’s no reason why the European Tour schedule shouldn’t return to resemble what it used to as the economy continues to improve. 

I’m a firm believer in golf needing to expand into new markets. But the right balance needs to be struck to ensure the future prosperity of the tour, and a strong English presence is a good indicator of the strength of the European circuit. I strongly believe that more English events in the summer would attract some of the game’s top Europeans back from America, especially given the PGA Tour’s FedEx Cup Play-Offs don’t start until the end of August. We have to be realistic and accept that the PGA Tour has become the premier circuit in world golf, but there is a window that could be exploited between the US Open in June and the PGA Championship in mid-August.

Looking at the 2013 summer schedules on both the PGA and European Tours is revealing indeed.  After the US Open, the PGA Tour features tournaments like the Travelers Championship, the Greenbrier Classic, the John Deere Classic, the Canadian Open, the Sanderson Farms Championship and the Wyndham Championship – arguably the weakest stretch of the PGA Tour season. European Tour executives should be looking at this period with opportunistic eyes. The French Open is one of the strongest events on tour – frequently attracting the likes of Justin Rose and Ian Poulter – Rory McIlory, Graham McDowell, Padraig Harrington and others compete in the Irish Open and the BMW International Open was once one of the most revered titles on tour. If executives could find a couple of willing sponsors to get behind tournaments in England, there is real opportunity to make an exciting stretch that would persuade some of Europe’s stars to return home for the summer. There’s no point attempting to go head-to-head with the FedEx Cup play-offs, but, with a viable window and strengthening economic forecasts, now is the time to attempt to wrestle back some initiative from America. 

After January’s Desert Swing, most of the top European players choose to spend the majority of time in America, and I have to say I don’t blame them. With eight co-sanctioned events in South Africa – which, in reality, don’t greatly interest anyone other than the avid golf fan – distinguished tournaments like the Honda Classic and the Northern Trust Open running through to the Players, six majors and WGCs taking place in the USA and the FedEx Cup Playoffs increasing in stature every season, there aren’t many opportunities for the European Tour, but June-August is one of them. Let’s hope tour executives can harness improved economic conditions, capitalise on a weak early-summer PGA Tour stretch and help bring more tournaments back to England - a move that, in itself, would help narrow the gulf that’s appeared between the two tours over the last few years.

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