George O’Grady, Chief Executive of The European Tour, has praised the role of the UAE in changing the face of golf as a journey that started 22 years ago with the first Dubai Desert Classic continues today with an international schedule of 50 events across 29 destinations.
Speaking at the KPMG Golf Business Forum 2011 at Park Hyatt Hotel in Dubai, O’Grady reflected on The European Tour’s first visit to the region in 1989 and how that first step taken at the magnificent Emirates Golf Club with its iconic Arabic Tent clubhouse, set in motion a chain of events that is, today, fundamental to the development of The European Tour.
Commending the UAE for making golf an integral part of the country’s growth strategy, O’Grady said: ‘The invitation to play in Dubai enabled us to unearth a jewel in the desert when we first visited the city in 1989 for the Dubai Desert Classic pointed The European Tour in a new direction.
“This was our first venture to the region and it turned out to be a catalyst for change to what we have today – 50 events in 29 destinations.
“We have all watched closely as the development of Dubai, the UAE and the region has moved in parallel with the growth of The European Tour,” he said.
After starting with one event in 1989, The European Tour has subsequently played a further 44 events across the region with combined prize money of more than €85million, and five events will take place in 2011.
“The Desert Swing, which includes tournaments in Abu Dhabi, Bahrain, Dubai and Qatar, puts the global sporting spotlight firmly on the region at the start of the year and the season then builds to a dramatic climax with the Dubai World Championship presented by DP World,” he said.
“The Race to Dubai, launched at the majestic Burj Al Arab in 2007, is the single strongest 12-month sponsorship partnership for both The European Tour and Dubai which has grown into a strong platform, providing over $ 2.6 billion in gross media value for our key partners and promoters throughout the season and reaching 15.7 billion homes via our network of 36 International Broadcasters.
“Despite the challenges created by the recent fluctuations in the global economy, the partnership between The European Tour and Dubai has remained strong,” he said. “The delivery of the third Race to Dubai and the third Dubai World Championship later this year will see $45 million being distributed in prize money alone.”
European Tour players have also benefited immensely from the growing popularity of the game in the region. O’Grady said: “Players including Thomas Björn, Ernie Els, Colin Montgomerie and Greg Norman have designed courses while players such as Paul Casey, Bradley Dredge, Søren Hansen Matteo Manassero, Rory McIlroy, Seung-yul Noh, Jeev Milka Singh and Henrik Stenson are representing some of the biggest names in the industry as their global ambassadors.”
O’Grady also stressed that the future will witness continued growth. “The European Tour will continue to build its presence in the region with significant interest for professional golf tournaments from GCC countries – Oman, Saudi Arabia and others.”
He also added his support to the proposed MENA Golf Tour, saying it would play a significant role in the development of the game for Arab nationals as well as expats. “The European Tour believes all these initiatives will provide a much-needed springboard for both amateurs and professionals to take their game to a new level.
“We thank Dubai, the UAE and the region for their partnerships with our Tour and look forward to carrying on the journey for our mutual benefit. We fervently hope the next two decades will be as fruitful as it has been in the last 22 years.”
Text of George O'Grady's speech to the KPMG Golf Business Forum 2011
Thank you your Highness for your welcome to Dubai and to the KPMG Golf Business Forum. On behalf of all your guests I would like to thank you for your hospitality in this wonderful Country.
The European Tour has been a strong and committed partner of Dubai since the first Dubai Desert Classic was staged at the stunning Emirates Golf Club in 1989. I remember Rod Bogg then General Manager of the Emirates Club visiting us at the European Tour Headquarters at Wentworth and extending the invitation to us to stage a Tournament in Dubai. We agreed and it is a decision that we have never regretted. This visionary move heralded the birth of a most significant stage in our development and the global expansion of World Golf, and also show-cased Dubai and the region, and the vision of Sheikh Mohammed Bin Rashid Al-Maktoum, as a business, tourist, and leisure destination.
Whereas in 1989, few believed a golf course could be constructed and maintained in the desert, history has proved them wrong. The standards firstly at the Emirates Golf Club, and then at all the other courses subsequently built have always been excellent. Dubai immediately became known around the World for golf – through golf. The iconic Arabic Tent Clubhouse at Emirates Golf Club was immediately identifiable throughout the world.
The initial success of the Dubai Desert Classic led to the opening of the Dubai Creek Golf and Yacht Club which hosted the event in 1999 and 2000.
The economic growth in Dubai since 1989 has been staggering, matched in a golfing sense by the growth of the European Tour. Although the Tour had held events in Tunisia, this was our first significant venture outside mainland Europe. This venture in Dubai was the catalyst for change – to what we have today – 50 events in 29 destinations. The Tour has adapted to match the global economic situation, enabling us to respond to the demands of countries and governments and deliver value to our commercial partners and sponsors.
The region has been and will continue to be a stronghold for the European Tour. The early season desert swing has become the focus of the golfing world.
Just to re-cap the statistics:-
Dubai Desert Classic - 22 Tournaments to 2011
Qatar - 14 Tournaments to 2011
Abu Dhabi - 6 Tournaments to 2011
Bahrain - First year in 2011
With the exceptional golf facilities, infrastructure, and unbeatable winter climate, there is nowhere in the world that can start and finish our season so superbly.
Now we are in our third year of the Race to Dubai – launched spectacularly at the Burj Al Arab Hotel on November 19th 2007 and the Dubai World Championship staged at Jumeirah Golf Estates.
The Race to Dubai is the single strongest 12 month sponsorship partnership for both the European Tour and Dubai which has grown into a platform providing over $2.6 billion in gross media value for our key partners and promoters throughout the season distributed to a cumulative home reach of 15.7 billion TV audience. Throughout the season, every week Dubai is talked about, referred to and showcased throughout the world.
Since 1989, when facing all the challenges throughout the region and the world, we have turned to Dubai for advice. This has always been resolutely given and by none stronger than the former Chairman of the UAE Golf Association His Excellency Mohamed Alabbar. Carrying on this mantle of support we particularly thank Abdullah al Naboodah.
Despite the challenges created by the recent fluctuation in the real estate market, the partnership between The European Tour and Dubai / Nakheel remains strong. The Dubai World Championship and The Race to Dubai, with the continued support of the government of Dubai and the private sector in Dubai, the UAE, the region and globally - will see by the end of this year delivery of the third Race to Dubai and the third Dubai World Championship with $ 45 million prize money distributed!
The Race to Dubai model must be given credit for the performances over the last few years of the leading European Tour players as well as many of their players’ decisions to remain members of The European Tour. It is now possible to get to the No 1 position in the World Rankings by playing The European Tour plus the Majors and WGC events. As we stand today – 5 out of the top 7 in the world are European Tour members, and all four Major Championships are held by European Tour members – a unique achievement.
The business benefits so ably demonstrated in Dubai are now envied and copied throughout the world. No more so than in China where a World Golf Championship is being staged in Shanghai and the World Cup is held at Mission Hills in Shenzen – the world’s largest golf resort. It is a great pleasure to see its founder and Chairman, and a great personal friend Dr David Chu being honoured this week during the conference, with the lifetime achievement award. So many countries and resorts, and multi-national companies all wish to share the vision that was founded here in Dubai.
Our members have responded to the opportunities of the region, whether by visiting, setting up homes, helping design courses, or representing local companies. It is the European Tour model to showcase golfing destinations by word of mouth, hosting tournaments, TV or other media – encouraging all to play where the pro’s play – and set up homes and businesses.
Earlier this year I attended the prestigious Laureus Awards hosted by Aabar Investments in Abu Dhabi, where golf was showcased on a global stage – with the European Ryder Cup Team winning ‘Team of the year’ and Martin Kaymer, our Race to Dubai Champion, winning ‘best newcomer’.
The Ryder Cup is the world’s most emotive and respected Team golf event. It provides additional focus to unite the European Tour, and this force has been aided by Emirates airline, who are Ryder Cup Partners and provide support to more than eleven events on the Tour, including the Omega Dubai Desert Classic and the Dubai World Championship presented by DP World. Thank you your Highness for this outstanding leadership.
Also KPMG, who together with leading this forum and making it the most important conference and networking opportunity for all aspects of the golf industry, have been Ryder Cup Partners and advisors since 2002.
The European Tour’s presence in the region will continue as local players are developed and more people take up the game. Already there are several outstanding amateur players – Khalid Yousuf, Ahmed al Mosharrekh and Abdullah al Mosharrekh, and the announcement of the Mena Tour along with the Arab Golf Federation will play a significant role in the development of the game for Arab Nationals as well as ex-pats. We support and encourage all these initiatives. This will provide the legacy for the game of golf. We applaud all the authorities and federations for their vision to see golf at the forefront of sport.
I would like to thank all those who have promoted or sponsored our Tournaments in the region including Golf in Dubai, Dubal and Omega, the Qatar Golf Federation and Commercial Bank of Qatar, Dolphin Energy, the Abu Dhabi Tourist Authority, IMG and HSBC, the Bahrain Golf Association and Volvo, and of course DP World, Nakheel and all involved in the Dubai World Championship.
As I have said The European Tour first came to Dubai and the region almost 25 years ago. Part of my visit this time to the UAE is to continue discussions to extend this partnership with Dubai beyond 2011 and we are hopeful this continuation will be just as rewarding for everyone for the next quarter of a century.
In finally thanking KPMG for their foresight, and Dubai Golf and their General Manager Chris May for hosting us, I would close by congratulating and thanking His Highness Sheikh Ahmed bin Saeed Al Maktoum and hope he will accept this small token of the appreciation of the European Tour and the European Ryder Cup Team for his superb and unstinting support of Team Europe.
