GolfSixes, the European Tour’s short-format event, is returning this year after the inaugural staging attracted more than 40 per cent more golf fans than standard tournaments on the circuit. Won in 2017 by Danish duo Lucas Bjerregaard and Thorbjørn Olesen, the event will be held on 5-6 May as the centrepiece of a “festival of golf” that is aimed at encouraging even more fan engagement, as well as featuring a junior tournament. GolfSixes was trialled by European Tour chief executive Keith Pelley in response to growing demand for shorter, more intensive competition and data from the inaugural event shows that it saw a 42 per cent increase in new golf fans at the event compared to standard European Tour tournaments.
By virtue of attracting a younger following, social media engagement around the event also exceeded the average rate seen at other European Tour tournaments by 24 per cent, delivering more than 20 million social impressions. “GolfSixes combines the camaraderie and intrigue of team golf with the drama and intensity of a shorter format,” said Nathan Homer, chief commercial & marketing officer of the European Tour. “The players love it and the fans enjoy the different, more entertaining atmosphere. Last year we tested the concept and this year we will dial up the fan engagement still further. “Golf needs a route for younger fans, groups of adults and families to get involved. We know that GolfSixes appeals to those audiences while still offering something to our die-hard fans.