I know there is a difference between the size of the prizes at the BMW PGA Championship ($8 Million) and the Porsche European Open (1,75 Million Euros; June 2-5; Green Eagle Golf Courses’ Porsche Nord Course).
For the sake of the golf experience, they were able to attract such great players as Henrik Stenson, Paul Casey (Porsche Brand Ambassador), Martin Kaymer, Tommy Fleetwood, Pablo Larrazábal, and Nicolai and Rasmus Højgaard.
Porsche European Open – fan experience
There will be a 33-meters high big wheel directly behind the 18th green. Surrounded by refreshment stalls and close to the Public Village, it will not only create a “volksfest” atmosphere on the Green Eagle Golf Courses site but will also provide a magnificent overview of the event.
Two Porsche models stand out again in 2022: the Hole-in-One prize and the Leader’s Car. At the famous 17th hole, a Porsche Taycan Turbo S Sport Turismo in Neptune Blue beckons this year and awaits the lucky golfer who manages the dream shot over the water and around 155 meters directly into the hole during the tournament days.
One of the event’s top spots is the Porsche Public Hole-in-One in the Public Village, which this year will once again offer the spectacular Porsche World plus boutiques, exhibitors, and refreshment stalls.
Amongst other things, adult visitors will have the chance to qualify there for a final shoot-out after the end of play on each of the four days of the tournament by sinking a 30-meter putt.
The person then hitting the dream shot on the Porsche Nord Course’s penultimate hole will also fulfill the dream of winning the official hole-in-one car.
Thomas Bühner, one of the few German 3-star chefs, will be part of the culinary foursome during the tournament.
The top chef has brought friends from the international, Japanese and regional cuisine into the team to pamper his guests in the Porsche European Open Garden by thomas & friends directly next to the 18th fairway. The menu features sports-inspired bistro cuisine with dishes that change daily.
On Friday, 3 June, the St. Pauli Golf Club will invite people to the Golf & Party Event after the second round of the Porsche European Open. Many prizes will be up for grabs on the Green Eagle Golf Courses’ Süd Course at the innovative Par 3 shoot-out.
With a DJ, a master of ceremonies, a food and beer truck, and shoot-out support provided by the former Tour winner Sven Strüver, fun and success are guaranteed. The party is part of a cooperation between the Porsche European Open and the St. Pauli Golf Club.
It includes the St. Pauli Golf Club Nordic 9 Tour – Road to 2022 Porsche European Open comprising 9 tournaments in the north and north-east Germany.
The best golfers will tee off in the tour final on the Süd Course on 31 May 2022. On 2 June 2022, the same course will also stage another tournament whereby participants will first tee off themselves and then get the chance to copy the best of the trade.
G4D (Golf for the Disabled) Tour
The DP World Tour and the European Disabled Golf Association (EDGA) are highlighting golf for people with a disability with the start of the tournament series held in conjunction with 7 DP World Tour tournaments.
This will be the 1st time in Germany with the reorganized G4D (Golf for the Disabled) Tour. Right away at the beginning of the week, the G4D Tour will play two rounds of the Porsche Nord Course.
5 sports marketing trends to consider in 2022
OTT (Over the Top) Content
I am sure you use one of these leading OTT content providers: Netflix, Amazon Prime, Disney+, YouTubeTV, etc. In 2021 Q2, we watched 9 billion hours of streaming content worldwide. The PGA Tour is already using YouTube TV to reach and engage more people.
It is an effective communication channel to reach Millennials and Generation Z.
Artificial Intelligence – chatbots
A bold chatbot can reach new target groups and strengthen fan loyalty because it offers extraordinary content. Another benefit is the personalization of content and communication.
Don’t forget chatbots collect data that can give important hints on fan or customer wishes! The PGA Tour launched its chatbot (Facebook Messenger) in 2019 for similar reasons. This is one of the ways I am following the PGA Tour events.
Wearables
With the popularity of wearables, fan engagement is getting more intense. Have you seen the smartband for Manchester City fans (by Fantom)? The user of this smartband is getting in-game stats, updates, and exclusive information.
Another great idea is to enable contactless payment – by Visa – on Fitbit and Garmin watches.
Sustainability
Golf Environment Organization (GEO) has got a sustainable golf tournament standard that defines the meaningful and practical criteria to assist golf tournaments, large and small, to maximize their positive social and environmental value.
GEO’s standard covers 6 areas:
- Planning,
- Site Protection,
- Procurement,
- Resource Management,
- Access and Equity,
- and Community Legacy.
I would love to see the Porsche European Open attaining “GEO Certified® Tournament” status from the GEO Foundation (GEO). This is would help the golf tournament to get more interest and support from the local society.
Women
For a too long time, golf was a male domain. This needs to be changed because the current way golf clubs are run is not sustainable. Women not only have the buying power, but they also have the influence.