What would you do if you were in charge of promoting 3 known but not so hyped golf courses? This is what Troon International is now experimenting with by staging multiple top-tier events over the coming days.
Within the next week, three Tour events will take place at three Troon International-managed venues:
- with MENA Tour back-to-back events at the Madinaty Golf Club (Egypt; Robert Trent Jones Jr.-designed 18-hole golf course),
- Royal Greens Golf & Country Club will host the Asian Tour’s Saudi International tournament,
- Al Hamra Golf Club which prepares for the 2nd installment of the Ras al Khaimah Championship on the DP World Tour.
This week’s golf kicks off in Egypt for the Egyptian Swing competition at Madinaty Golf Club, as part of the MENA Tour featuring some of the most promising up-and-coming golfers from around the world.
Not long ago, Madinaty Golf Club hosted one of the five International Series events as part of the Asian Tour.
Following the MENA tour event in late January, the first weekend in February sees Troon International host two tournaments on the same weekend, for the second consecutive year.
The first is the PIF Saudi International powered by SoftBank Investment Advisers, which will be held for a second time on the Asian Tour at Royal Greens Golf & Country Club.
The gem of the Red Sea is set to welcome a stellar cast of players including current Open champion Cameron Smith, previous two-time winner of the tournament Dustin Johnson and reigning champion Harold Varner III all vying for the $5 million purse on offer.
The second is the Ras Al Khaimah Championship presented by Phoenix Capital, which will also take place between the 2nd – 5th of February at Al Hamra Golf Club and forms part of the DP World Tour’s five-week “Middle East Swing”.
My questions to Troon International
I do not question that the planning and implementation of this series of events require a very professional organization and team.
We all know that one of Troon International’s strengths is agronomy and turf management. I would rather be curious about the experiences of those who go to these competitions as spectators.
How will this investment as a promotional solution pay off for these three golf clubs?
The demand for content related to a live event (match announcements, highlights, recap videos, etc.) is almost as high as it is for digitally delivered events themselves.
How will Troon International deliver such content to those who would be interested in such golf tournaments? Via social media platforms (E.g. YouTube Live, Facebook Live, Instagram Live, etc.) or mobile applications?
Innovative technologies such as 5G and streaming platforms can help a lot to achieve the above-mentioned goals and to deliver fans high-quality, immersive viewing experiences (e.g. virtual reality streaming or interactive, personalized viewing experiences, etc.).
I assume Asian Tour, and the DP World Tour would be happy if the organizers would find solutions to reach wider audiences and engage with fans in new ways.
How will Troon International and these golf clubs handle/manage possible environmental, social, and governance (ESG) concerns?
These are some of the thoughts that came to mind right now. Let’s wait and see what Troon International and these golf clubs will answer!