Golf’s European Tour has appointed Michael Cole as its chief technology officer.
Cole joins the leading men’s circuit immediately, and will be tasked with developing the European Tour’s digital and technical operations, including the creation of a new Technology Centre of Excellence.
Cole previously worked at BT Global Service, where he helped deliver the British telecoms company’s London 2012 Olympic and Paralympic Games sponsorship programme as marketing and communications director.
His other roles in sport include serving on the commercial advisory board of Paralympics Ireland, serving as a member on the executive board of the UK’s Department for International Trade Global Sports Advisory Council, and as an business adviser to StreetGames, a British-based sports charity.
“I am delighted to be joining the European Tour at such an exciting time for golf and at such a pivotal time in terms of technology too, where so much is changing,” said Cole. “I am very much looking forward to the future and what can be achieved.”
Having set up his own consulting firm, TrueGold Communications, Cole recently completed a strategic review of the European Tour’s technological platforms. A statement from the tour said he will use the information gleaned from that review to shape its strategy moving forward.
“I am delighted to welcome Michael to the role of chief technology officer and onto the executive leadership team at Wentworth,” said European Tour chief executive Keith Pelley.
“Excellence in technology is crucial to the future of the European Tour and in Michael we have the man with the requisite vision and understanding to lead that vision.”