The Big Interview – Andy Stubbs

Sportindustry.biz speaks exclusively to Andy Stubbs, managing director of the European Senior Tour, after leaving it late with this year’s sponsorship…

Can you give us a little background on the Senior Tour?

Primarily, we are a tour for golfers over fifty year’s old, the majority of which played on the European tour in their regular tour careers. Like the normal European Tour, we have players that have come from all over the world; from Australia, Japan, South Africa, America, as well as a host of top quality Europeans.

As well as golfers who played professionally, some amateur players have joined us on the Tour, as well as others who had their tour cut short through injury or career ambitions. A few leave the game completely, then reach 50 and decide to come back to the sport on the Senior Tour to play golf.

We have an incredible contrast in backgrounds and experience playing against each other. For example, we could have a Ryder Cup winner or multi-major winner playing against a guy who used to be a pilot. We also have a painter and decorator on the Tour – so we have a wide range of individuals.

Rolex, your new sponsor, was unveiled the evening before the tournament, why so late?

We had been talking to Rolex for a while. They’re a big supporter of golf all around the world, and they are principle sponsors of the British Open and the Ryder Cup so the European Tour and the R&A have worked with them a lot in the past.

We knew them very well and we were looking for a presenting sponsor. They were already a patron so, following discussions, they agreed to step up to become a presenting partner for the Senior Open from 2012 until 2014.

So was it really that last minute?

It was very ongoing, we had a lovely welcoming reception on the Wednesday evening before the Championship began on the Thursday, and Tom Watson and Bernard Langer, who both have been ambassadors for Rolex over the years were there. So it was great to have both of them to say a few words, and a very nice occasion to announce the deal in their presence.

Obviously the intention was not to have to go into the competition without a sponsor. We had a number of long running conversations and this was the one that picked up momentum and got the job done.

With an iconic brand like Rolex we are very proud to acquire them – we have a long history with the brand, and we hope to have a long future with them now as well.

Was it a surprise for you to be struggling for a sponsor so soon after the British Open when golf is arguably at its most popular in the UK?

Of course, the Senior Open began in 1987 and it’s never had a problem. In those early years Volvo had a presence at the competition as presenting partner. Every year since we’ve kept the deals going, through to MasterCard last year. We don’t like to have these lulls but sometimes they cannot be helped.

The Senior Open had lots of interest, and now Rolex has the job done. It’s a fantastic brand for us to be associated with – which is big in golf, as well as outside the world of sport.

If a sponsor had not come in, would there have been any knock on effect for next year’s competition?

Our tournaments are managed on an annual basis so all the provisions we needed were in place to make sure the tournament was never in jeopardy for 2011. Our main goal was to ensure that all the presentation at Walton Heath was to the standard of all the other championships we’ve hosted.

This is the first championship that has been hosted at Walton Heath, and although the weather presented us with a few challenges, it came up trumps. It’s also the longest golf course in Senior Championships history at 7,400 yards.

It was a really good week once the sun began to shine and it reverted to type, – a fast running lynx-like golf course. It was very well done and very well presented and again we are delighted to have a successful run with Rolex, even if we did have a little lull after MasterCard – our last title sponsor.

Tom Watson was a strong contender again, particularly in the early rounds, at this year’s Open Championship – do strong performances from people such as Tom, Bernard Langer and Greg Norman for example, boost interest in the Senior Open?

Absolutely, the British Senior Open is in its 25th year now. When the competition began it was legends such as Arnold Palmer, Gary Player and Bob Charles that first championed the Senior Open and we’ve tried to use those players to build a brand.

When players come off the regular tour, it is remarkable how well the seniors play on lynx courses in particular. It has been great to have Gary and Tom and other heroes of the game promoting the Senior Open which follows the Open Championship, while playing in the Open itself.

Plus of course, if it wasn’t for a couple of bad bounces Watson could have been the Open champion at Turnberry in 2009 – what a story that would have been!

And finally, what does the Senior Tour bring to sponsors?

I think we give as much visibility of the brand as we can through television and association, but for me our USP is all about the hospitality.

We have a Pro-Am at every one of our tournaments – we had a 16 team Pro-Am at Walton Heath this year, and every one of the professionals that played was a major champion.

When you have that sort of ability to connect with the game, and play with Ryder Cup heroes and Open champions, it’s great to be able to go out to the golf course for a few hours and then go into the clubhouse and have a glass of wine with them and a prize presentation.

We are about premium hospitality, but also giving people the chance to tear up the golf course and entertain some key clients, whether it be on the golf course playing or watching the tournaments from the hospitality areas.

The British Senior Open Champions 2011 was won by Russ Cochran (USA) by two shots with a score of -12, collecting £192,700 in prize money.

Rolex ambassador Tom Watson tied for third place.