European Tour & Hilton Launches Life On Tour

The European Tour has teamed up with its newest partner, Hilton, to launch a new podcast series designed to show golf fans what life would be like to be a professional golfer.

The new series, “Life on Tour”, was launched with the former world number one Luke Donald joining the sports broadcaster, Andrew Cotter in a special 50-minute episode.

Life on Tour marks the latest chapter in European Tour’s development of branded content, which saw the organisation awarded with the Social Media Campaign of the Year Award at this year’s BT Sport Industry Awards.

The new podcast aims to show fans that no subject will be off limits while talking to professional golfers. The series will feature all areas from the game, from world number ones to legendary caddies and commentators from the past and the present.

The European Tour agreement with Hilton was announced last month, joining as an official partner for the next three years. The deal includes a variety of content-led initiatives, including a revamp of the European Tour ‘Hilton Golfer of the Month’ activation.

Max Hamilton, head of commercial partnerships at The European Tour, said: “Golf fans choose to interact with the sport in many different ways, and we are embracing that. Golf is more accessible than ever before and that means it will appeal to a broader, more varied audience, too.

“We are already renowned for our TV and event production and we have insisted on bringing that same quality and creativity to this project. Podcasts are enjoying a major revival at the moment so it was the natural choice for our partnership with Hilton. It’s a great listen.”

Hamilton spoke to Sport Industry Group last month about another of the European Tour’s latest innovations, GolfSixes. Read more here.