European Tour in market for GolfSixes title sponsor
By Jonathan Rest
The European Tour has begun a search for a title sponsor for the 2018 GolfSixes, the innovative, short-format tournament that proved a popular addition to the sport's calendar last year.
The European Tour's in-house commercial team is in the market for a partner to commit to the 5 and 6 May event at the Centurion Club in St Albans, north west of London, and potentially for the longer term, Sportcal has learned.
In addition, the tour is looking to sign up official partners and suppliers.
Max Hamilton, head of commercial partnerships at the European Tour, told Sportcal: "The nice thing about GolfSixes is that it is clean. We are looking for a title partner for it. We are actively looking now for that. We are in discussions.
"But we are also looking for partners at all levels: title partner; official partners; and official supplier roster."
The initial target is four official partners, albeit the tour is not committed to that number.
The inaugural GolfSixes event, which featured a prize fund of €1 million ($1.2 million), made its debut on the European Tour schedule at the Centurion Club in May 2017, and was won by Danish pair Lucas Bjerregaard and Thorbjørn Olesen (pictured).
There was no title sponsor or official sponsorship model last year, albeit there was commercial support in the shape of IBM, the global technology company, and Jameson, the Irish whiskey brand.
Hamilton explained: "We only had three months to get it organised [in 2017], so we kept it pretty clean. This year we are really looking to take it on and engage partners. The activation they could provide will really add to this event."
The 2018 GolfSixes will once again feature two-man teams from 16 countries, with each country represented by its leading ranked and available European Tour member. That player will choose a compatriot from within the European Tour’s membership as his teammate.
Innovations introduced last year, such as amphitheatre-style stands around the tees and greens, music and pyrotechnics on the first tee, and miked up players and caddies will return.