European Tour Appoints Michael Cole

The European Tour has announced that Michael Cole, who sat behind the delivery of BT Global Services’ London 2012 Olympic and Paralympic Games technology programme, has been appointed the Tour’s chief technology officer, effective from today.

Cole will use his experience in the sector to lead all strands of digital development and technical operations, including the creation of a Technology Centre of Excellence that will deliver sustainable and future proofed services for the European Tour.

With over 25 years’ experience in technology, marketing and commercial partnerships, Michael has knowledge across international corporate sectors, the global sports industry and Government.

He served as London 2012 marketing and communications director for BT Global Services. He also served as a member of the Paralympics Ireland commercial advisory board, was a member on the executive board of UK’s Department for International Trade Global Sports Advisory Council, and was business adviser to StreetGames, a British-based sports charity.

Michael, who also ran his own consulting firm TrueGold Communications and has been involved in a number of global events including the Olympic Games for Rio2016, Pyeongchang 2018 and Tokyo 2020, as well as the Pan American Games in 2019.

In recent months, he has completed a strategic review of the Tour’s technological platforms and will use the information to shape the strategy moving forward.

Cole said: “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. I am very much looking forward to the future and what can be achieved.”

Keith Pelley, chief executive of the European Tour, said: “I am delighted to welcome Michael to the role of chief technology officer and onto the Executive Leadership Team at Wentworth. 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.

“His experience in all facets of technology, across the corporate sector and in many areas of the sporting industry will undoubtedly benefit a diverse, global organisation such as the European Tour.”