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European Tour and Two Circles launch 11-year ticketing venture

Tour Consumer Experiences to oversee ticket sales for Ryder Cup Europe.

14 May 2021 Ed Dixon
  • New venture will manage sales and marketing of all ticketing and premium experiences for next three Ryder Cups in Europe and select European Tour events
  • 11-year project to also introduce new products to improve event experience, as well as grow ticketing and premium revenue
  • Two Circles vows to invest ‘significant resources’ into Tour Consumer Experiences

Golf’s European Tour and Ryder Cup Europe have announced an 11-year strategic venture with data-driven sports marketing agency Two Circles.

The new project, called Tour Consumer Experiences, will combine the European Tour and Ryder Cup Europe’s knowledge of creating top golf experiences with Two Circles’ insight around sports fan behaviours and technology-driven sales and marketing capabilities.

The venture will manage sales and marketing of all ticketing and premium experiences for the next three European editions of the Ryder Cup and select European Tour events until 2031, including the annual BMW PGA Championship and Aberdeen Standard Investments Scottish Open.

Tour Consumer Experiences will also lead to the introduction of innovative new products that enhance the event experience and grow ticketing and premium revenue.

The project includes personnel from all three parties covering marketing, data and insight, premium sales and ticketing operations. Two Circles will also invest significant resources into the venture. The agency already works with several other international sports properties including The R&A, Uefa, the Premier League, Wimbledon and the National Football League (NFL).

“Fans are one of the key drivers behind the success of our events, in particular the Ryder Cup, and we look forward to working with Two Circles to develop consumer experiences for all spectators at our tournaments,” said Guy Kinnings, the deputy chief executive, Ryder Cup director and chief commercial officer at the European Tour.

“We have seen remarkable increases of fan engagement with the European Tour and Ryder Cup Europe over the last 12 months, despite not being able to have fans on the ground at our events, and this will help us tailor our general admission ticketing strategies and premium on-site experiences for supporters of elite golf in Europe.”

Gareth Balch, chief executive of Two Circles, added: “Globally there is a huge and growing demand for live experiences, and sport offers that rare mix of unscripted drama with a fantastic day out with friends and family. When it comes to unscripted drama in a unique setting, the Ryder Cup is up there with the best of the best.

“We’re hugely excited to be embarking on this new venture with the European Tour and Ryder Cup Europe. Together, by using deep fan insight to evolve event day products and how they are marketed, we believe we will deliver even more unforgettable fan experiences across golf.”

The move means that Two Circles will manage ticketing for the 2023 Ryder Cup in Rome, the 2027 tournament at Adare Manor in Ireland and the 2031 edition, the host of which has not yet been confirmed.

The announcement comes just days after the European Tour unveiled a multi-year partnership with communications technology company Zoom, which will provide Europe’s leading men’s golf circuit with a suite of communications services.

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