European Tour Group (ETG), the parent company of golf’s DP World (formerly European), Challenge, and Legends Tours, has announced a new multi-year partnership with Five9, the US-based software company.

Under the agreement, announced today (March 22), Five9 will become the tour’s official customer contact center software partner.

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ETG will utilize the company’s cloud contact center solutions, focusing initially on developing an AI-powered Five9 Intelligent Virtual Agent (IVA) and online chat function to provide a digital concierge service to players, corporate partners, and fans.

The service “will help streamline communication and logistics, whilst providing round-the-clock support”.

Five9 will also leverage the partnership to continue its growth in the European market by working with ETG on a corporate hospitality program, unique branding assets, and the co-development of digital content for distribution across the season.

The tech firm’s branding will also be visible on tee boxes and greensides at several key tournaments, including the British Masters.

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Michael Cole, chief technology officer of the European Tour Group, said: “We have seen a significant transformation of our IT infrastructure in recent years and a willingness to embrace new technologies. For example, we are now 100% cloud-based as an organization and contactless at tournaments. With Five9, we are adding another industry innovator to our partner community.”

Genefa Murphy, chief marketing officer of Five9, added: “The European Tour Group is well known for delivering innovative, engaging experiences for its fans and players, and we are honored to be a partner as they continue to transform the use of technology in sport.

“We look forward to working closely with the Tour to develop a world-class AI-driven digital concierge service, as we expand our international footprint and enjoy new opportunities to connect with our customers, partners, and employees through this partnership.”