Hero MotorCorp has extended and expanded its backing for the European Tour's night golf concept, signing up for a further three years and three more marquee events.
Night golf made its debut on the European Tour at last year's British Masters, where Frenchman Alex Levy defeated Sweden’s Alex Noren in a sudden-death shoot-out under the floodlights.
The Hero Challenge will now return annually until 2020. Three editions are scheduled to take place this year, starting at the Aberdeen Asset Management Scottish Open at Dundonald, taking place between 13th and 16th July, followed once again by the British Masters and finally at the DP World Tour Championship at Jumeirah Golf Estates in Dubai.
“We all recognize that golf needs a lot more of innovation to attract a younger and newer generation of fans and the Hero Challenge is an initiative in that direction," said Pawan Munjal, chairman, managing director and chief executive of Hero. "As a partner of the European Tour, we introduced the ‘Hero Challenge’ at the British Masters last year, which proved to be an immense success. That success has encouraged us to extend and expand our partnership with the European Tour by another three years to multiple events."
Keith Pelley, chief executive of the European Tour, added: “We are delighted that Hero MotoCorp, through the vision and commitment of Pawan Munjal, have shown such incredible support not only for the European Tour, but for our desire to bring the game of golf to new audiences through innovation.
“We firmly believe in the direction we are taking and it is clear that Hero share that belief. The inaugural Hero Challenge was a terrific success at the British Masters last year and led the way in terms of innovative concepts for ourselves at the European Tour."