Celebrating Golf

THE EUROPEAN TOUR

What does the role entail?

To create an official promotional and publicity conduit for the European Tour, its stakeholders - players, sponsors, promoters - and all forms of media to ensure that clear and consistent messages concerning the European Tour reach the appropriate audience worldwide.

Create an effective year-round platform to raise the profile, brand awareness and help the footfall at the key European Tour-promoted events, namely BMW PGA Championship, Irish Open, Scottish Open, Senior Open and Tour Championship in Dubai.

To liaise with PR companies where relevant to help communicate key messages. Develop and improve world-wide network of media contacts to ensure those messages are delivered to the most important markets.

OVERVIEW OF UNIQUE ASSETS

EUROPEAN TOUR

Main Tour.Encompassing The Race To Dubai

with 47 events across 25 Countries

CHALLENGE TOUR

Developmental Tour. 26 events per year across 18

countries with unique access to the European Tour

SENIOR TOUR

+50 Age Group.18 events per year across 12

countries with unique access to the true Legends of the game

EUROPEAN TOUR PRODUCTIONS

Largest producer of golf programming in the world.Unique control over

programme content

EUROPEAN TOURPROPERTIES

A Network of World Class golf venues located in key strategic golf markets providing access to businesses and

golf consumers in market

EUROPEAN GOLF DESIGN

A Joint Venture Company with IMG,delivering world class golf courses

around the world with unique access to European Tour “signature”

designers

RYDER CUP

Golf’s greatest team event and one of the biggest sporting events in the

world

Global Reach

North America:69,500,000

Asia & Oceania:293,541,000

Africa & Middle East:5,800,000

Europe:71,972,000

Source: Extrapolated from 2011 Repucom International European Tour Event Evaluation Reports

Cumulative Global Household Reach now exceeds

440 million

PAST GREATS, TODAY’S ICONS

GREAT NAMES HAVE ALWAYS BEEN PART OF THE EUROPEAN TOUR - BALLESTEROS, FALDO, LYLE, BALLESTEROS, WOOSNAM, JACKLIN, LANGER AND MANY MORE.

A NEW ERA IS NOW IN PLACE WITH A HUGE DEPTH OF ABILITY AND DIVERSE TALENT HEADED BY THE CURRENT WORLD’S TOP 4 – RORY MCILORY, LUKE DONALD, LEE WESTWOOD and MARTIN KAYMER.

OUR MEMBER CURRENTLY HOLD 6 OF THE LAST 7 MAJOR CHAMPIONSHIPS

32 DIFFERENT NATIONALITIES PLAYING ON THE EUROPEAN TOUR HAS ALMOST DOUBLED SINCE 1979

THE EUROPEAN TOUR HAS NEVER BEEN STRONGER.

PAST GREATS, TODAY’S ICONS

GREAT NAMES HAVE ALWAYS BEEN PART OF THE EUROPEAN TOUR - BALLESTEROS, FALDO, LYLE, WOOSNAM, JACKLIN, LANGER AND MANY MORE.

A NEW ERA IS NOW IN PLACE WITH A HUGE DEPTH OF ABILITY AND DIVERSE TALENT SUCH AS LUKE DONALD, RORY MCILORY, LEE WESTWOOD AND MARTIN KAYMER.

OUR MEMBERS HAVE WON 6 OF THE LAST 10 MAJOR CHAMPIONSHIPS.

SINCE 1979, THE NUMBER OF DIFFERENT NATIONALITIES PLAYING ON THE EUROPEAN TOUR HAS ALMOST DOUBLED TO 32.

THE EUROPEAN TOUR HAS NEVER BEEN STRONGER. INTEGRTIY

DIVERSE

PASSIONATE

PASSIONATE

ETIQUETTE

EQUALITY

DISCIPLINE

Why do we need to promote our tournaments?

To publicise Tour-promoted tournaments as ‘must see’ events

To maximise spectator attendance – deliver an exciting atmosphere which translates into superb TV pictures

To build on and enhance key stakeholder brands To promote leading tournament venues and geographical

areas as desirable destinations for golfers and tourists To maximise the commercial income streams of the

tournament To attract new customers

How do we achieve this?

Involving our most priceless assets – the players Delivering media activity which will attract all forms of the media – TV,

radio and written press• Media ‘stunt’ with players• Media days with sponsors, partners and editors• Bespoke media radio and newspaper/magazine partnerships• Viewer/listener/reader competitions across all platforms Creating content which will be seen easily and regularly on

www.europeantour.com Advance ticket discounts

How do we communicate our message?

• Over 4 million followers on Twitter for top 10 players (McIlroy and Poulter 3 million between them)

• Sky TV – 350 million homes weekly live transmission; 7.5 million in UK

• Ryder Cup – broadcast in over 190 countries via a network of 48 broadcasters reaching more than 630 million homes

• Golf Channel – 70 million subscribers on American Continents

• You Tube – around 11 million hits for ‘Every Shot Imaginable’

EMAIL

SOCIAL MEDIA (facebook, twitter etc)

TELEVISION COVERAGE

INTERNET

YOU TUBE

VIDEO CONTENT

europeantour.com and rydercup.com

www.rydercup.com 144.7 million pages views for Medinah in 2012 5.4 million view streams 2.3 million ‘hits’ on live pix 0.5 million radio stream Twitter (RyderCupTeamEurope): 32,746 followers Facebook (RyderCupTeamEurope): 57,634 likes

www.europeantour.com 58,823,780 visits in 2012 (4,901,981/month) 192,175,675 page views (16,014,639/month) 10,153,423 unique visits (846,118/month) 1,782,665 peak visits (July 2012) 1,723,619 next best (Jan 2012) Twitter (@European_Tour): 69,424 followers Facebook (EuropeanTour): 26,691 likes

Using our most priceless assets…the players

Draft a series of Press Releases using video and audio content to distribute to our global media lists

Use of ticket, hospitality, travel and accommodation (where relevant) through the Tour’s own ticket landing page, www.europeantour.com/tickets

Engage in media ‘stunt’ to generate additional publicity and awareness of Tour event through all platforms

Media day with a ‘guest’ player competing in the event – Major winner or defending champion – who can encourage media coverage

Work with a media partner to assist in promoting the event to the widest possible audience through editorial coverage, reader/listener/viewer competitions and ticket giveaways

Player + Promotion = record crowds

The 2012 Irish Open became the first European Tour event in its 40 year history to sell out in advance, attracting a total of 130,000 spectators to the Antrim Coast compared to an audience of 86,000 at Killarney in 2011.

Over 1600 hours of broadcast coverage via 41 international broadcasters to a potential audience of 447 million

Global media value worth $165 million in total; of which Northern Ireland Tourist Board received $42.8 million and host venue Royal Portrush $16.1 million

Legacy spin-off for international tourism from this enhanced recognition – tee times for Royal Portrush were influenced by the event and were fully booked for the remainder of 2012 with a notable increase in bookings for 2013 and beyond

An Advertising Value Equivalent (AVE) report into print media, local TV and radio coverage over a six month period, during which time 3234 items (2979 print, 355 radio and 82 television) were recorded. From those 3234 items, the Opportunities To See (OTS) survey concluded that 543,756,919 people could view the articles, which amounted to a £3,609,796 AVE figure.

And so to Wales….

Speedy Service Wales Senior Open – Royal Porthcawl; June 14-16

ISPS Handa Wales Open, Celtic Manor Resort; Aug 29-Sept 1 Senior Open Championship Presented by Rolex – Royal

Porthcawl; July 2014