European Tour Launches Innovation Contest With Tata Communications

The European Tour and Tata Communications have launched an innovation contest for start-ups as the Tour looks to use technology to further the game of golf.

The new competition aims to enhance the fan experience on the course, using ‘the power of ubiquitous connectivity’ to allow fans to better follow the action on-course or to enhance the Tour’s broadcast and production arm. The news follows the Tour’s unveiling of a brand refresh which it has launched in order to attract new partners to the sport.

Concepts such as the internet of things and 360 degree cameras are some of the examples the Tour has given in an attempt to interact with fans and help turn casual golf followers into die-hards.

Shortlisted entrants will be invited to attend an immersion workshop in February 2020, with a ‘Dragon’s Den-style pitch’ held to decide the winner. That winning entry will be given a trip to the Hero India Open in Delhi in March 2020, where they will showcase the concept to tech leaders before testing the product at a European Tour event later that year.

Rufus Hack, Chief Content Officer, European Tour said: “The European Tour is at the forefront of innovation through our content, our creative formats and our use of technology, all of which seeks to maximise the fan experience. For us, the natural next step is to reach out to innovative start-ups to find creative and unique ideas and concepts we can develop together to help us continue to transform out sport globally and drive golf further. We’re all looking forward to seeing what the entrants come up with.”

“Ubiquitous connectivity opens up immense opportunities in golf,” said Michael Cole, Chief Technology Officer, European Tour. “We are looking for an innovative concept that can utilise new technologies and make a real difference to the fan experience, both on site at events and for those following digitally.”