How we are using the British Masters to engage a whole new generation of golf fans
Today sees the start of the British Masters golf tournament at Woburn, the first time the tournament has been staged in seven years. We worked with the European Tour to bring this prestigious event back with some of Britain’s leading golfers, starting with Ian Poulter, rotating as the tournament host over the next four seasons. After this year, Luke Donald, Justin Rose and Lee Westwood will take turns to host and choose the venue. With a prize fund of £3 million, it raises the number of Race to Dubai events on British soil this year to six.
We promised we would do something different with the British Masters. As well as being the exclusive broadcaster, we have worked with The European Tour and the players to try and use it to engage and excite new and existing golf fans not only through our on-air coverage but also the promotion and staging of the event. It is an opportunity to reach out to a new audience and help grow interest in the sport at all levels.
To achieve this, the British Masters sees a number of firsts as we help drive engagement in the sport. So today is ‘Sky Sports Thursday’ which means free entry for everyone. 15,000 tickets were snapped up in less than two hours. Golf fans between the ages of 16 to 18 were given the opportunity to caddie for three-time European Tour winner and Sky Academy’s first golf ambassador Nick Dougherty at The British Masters Pro-Am, with 17-year-old Thomas Forster the lucky winner. Nick took part in a Sky Sports Living For Sport masterclass last month at a Buckinghamshire School in preparation for the tournament.
On screen, we will broadcast more than 30 hours of coverage of the event, however it’s not just about the live action. There will be a masterclass immediately after play ends each day through to Saturday to explain and educate viewers about what is going on, which is a first in golf broadcasting. Sky Sports has also commissioned a replica of the 18th green within the tented village, with Sky Sports golf talent giving putting lessons to spectators during the tournament.
Content from the British Masters will be used across Sky Sports’ multi platforms, and through Soccer AM, Game Changers, YouTube channels and across digital to engage a broad audience of varied ages and interests.
The British Masters is another step in Sky’s partnership with golf, which began in 1991. Our passion for the sport has grown every year since and Sky Sports has become the home of golf. We have set the bar with innovative award-winning coverage and our viewers can enjoy over 100 tournaments a year featuring the Majors, the Ryder Cup, PGA European Tour, US PGA Tour plus an extensive commitment to women’s golf including the Solheim Cup. With coverage of the Open beginning on Sky Sports in 2016, our viewers can look forward to enjoying the complete story of Championship golf across our channels and outlets.
Good luck to everyone at Woburn this week and I hope you enjoy this amazing event.
