Last year it was shorts, this year it’s music on the practice range. The Abu Dhabi HSBC Championship is once again leading the way when it comes to innovation.
Previously the practice range was a tranquil place where players spent hours honing their game in quiet solitude. Not so this week, where the facility at Abu Dhabi Golf Club has been transformed thanks to the addition of tunes blasting out.
It’s all part of the campaign to enhance the spectator experience at golf events and the idea has hit the groove with players and fans alike, just as the the introduction of shorts on practice days did at this tournament 12 months ago.
Defending champion Rickie Fowler was joined by Henrik Stenson, Ian Poulter and Dustin Johnson – known all over the golfing world as DJ – to help launch the ‘rock the range’ concept, taking part in a mixing masterclass with Radio DJ and broadcaster Reggie Yates.
The event will also treat spectators to a noisy and electric atmosphere on the final day as music will accompany the players as they approach the first tee. DJ decks on the driving range and special DJ appearances, featuring the players’ personally chosen song playlists throughout the week, will add to the atmosphere.
The atmosphere here is like no other tournament in the world.
Rickie Fowler
Former BBC Radio 1 DJ Yates was on hand to teach Fowler, Stenson, Poulter and Johnson how to be a DJ. Following their lesson, the players joined Yates for an exclusive set live on the Abu Dhabi Golf Club driving range where they each put their new skills to the test in front of a crowd of fans and fellow players.
Retune your expectations.
— HSBC Sport (@HSBC_Sport) 18 January 2017
Golf is #AnyonesGame pic.twitter.com/SudIY1lY6l
Fowler said: “I’ve got great memories of Abu Dhabi having won here last year. The atmosphere here is like no other tournament in the world. Today’s DJing on the range is exactly the type of activity that will help golf resonate with new and younger audiences. I’m ready to embrace the noise and can’t wait to tee off and attempt to retain my crown here.”
Dustin Johnson, current World Number Three, added: "This tournament comes at a great time for golf. We have a group of really talented players at the top of the game, and we all love competing with each other. So many of the leading players are here in Abu Dhabi, which makes it a great test to start the year. Most of us also have pretty good taste in music, so it definitely got a little competitive out there.”
Go behind the scenes as @REGYATES took over the driving range at #ADGolfChamps pic.twitter.com/Vdcp1dhwD9
— HSBC Sport (@HSBC_Sport) 18 January 2017
Henrik Stenson, 2016 The Open champion and World Number Four, added: “This is my twelfth year at Abu Dhabi and I love coming back because every year this is a tournament that pushes the boundaries of innovation within the game. We saw it last year with players wearing shorts and riding golfboards and this year it’s something different and fun to have the DJs on the driving range. For the game of golf to continue to flourish it needs to progress and the Abu Dhabi HSBC Championship is leading the way in this.”
Ian Poulter, who missed much of 2016 with a foot injury, said: “It’s great to be back in the mix – in more ways than one. As I’ve said many times before, music is an important part of my preparation and helps me get into the right frame of mind for the challenge ahead so it’s going to be fun to have a DJ experience with one of the best in the business.”
In Abu Dhabi with 4 of the biggest names in Golf making a hell of a lotta noise! Not sure the golf course was ready! Cheers @hsbc_sport pic.twitter.com/CRaMNpnsZ3
— REGYATES (@REGYATES) January 18, 2017
Reggie Yates added: “It was incredible to share the stage with four top athletes and they seemed to enjoy themselves on the decks. This was a completely new experience for me, but it was great to be part of something as unique as this. Hopefully, it will help bring the sport of golf to new audiences and I am proud to be part of that. We certainly turned a few heads on the course!”
It’s great to have partners like the Abu Dhabi Sports Council and HSBC who are really embracing innovation.
Keith Pelley
Keith Pelley, Chief Executive of The European Tour said; “Giles Morgan from HSBC and myself talked about this some time ago, about trying something a little bit different, and it’s great to have partners like the Abu Dhabi Sports Council and HSBC who are really embracing innovation. It’s fantastic.”
Giles Morgan, HSBC Global Head of Sponsorship and Events, said: “Through our global golf sponsorship portfolio, we are committed to making golf a more entertaining and accessible sport for a new, younger audience. With change and Olympic momentum in the air, we have a great opportunity to crank up the volume – which is exactly what we’re planning to do this week.
“Our long-standing mantra is that golf is ‘Anyone’s Game’ which is why we are constantly trying to innovate and push the boundaries – we are the first European Tour event to introduce a live DJ on the range, as well as play music as the players walk towards the first tee. It’s time to shake up the sport as we know it. We can’t wait to see the response we get from players and fans alike.”
