It is one of three meeting rooms we have created, alongside the Seve Ballesteros Room and the Colin Montgomerie Room, all named in honour of some of our true legends, while in our new-look boardroom, the latest technology is presided over by a powerful mural of our founding father John Jacobs. Furthermore, our players will continue to compete for the Harry Vardon trophy awarded to the person who wins our season-long Race to Dubai.
One of the key opportunities this affords us is the opportunity to engage better with our fans and with our partners. We want to have a deeper relationship with both and I feel our new brand enables us to do that.
As a business our focus has shifted in recent years from B2B to B2C through extending our ecosystem beyond traditional revenue sources and the existing model of simply staging golf tournaments.
Both our website and app have also been refreshed to allow us to showcase the incredible content that has become so synonymous with the European Tour over the last few years as we have developed our unique tone of voice in this space.
Fittingly, we have reprised one of our most popular pieces of recent times, The Content Committee, to help celebrate today’s brand roll out. Our players are, after all, central to everything we do and they are the key ingredient in our recipe for success. It is their Tour and they, along with our partners, will help us drive golf further.”