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European Tour unveils new logo as part of new branding campaign

The European Tour has a new logo, replacing the more aggressive-looking prior logo with a softer logo which aligns with the tour's goal of being an inclusive innovator in the professional golf world.

The unveil was made the week of the 2019 BMW PGA Championship , the tour's flagship event located adjacent to the tour headquarters, which have recently been renovated.

“It is an exciting time for us to unveil our new brand strategy," said European Tour chief executive Keith Pelley. "While we continue to celebrate our traditions and our core audience, the Tour has a strong desire to innovate and broaden the appeal of our sport.”

The new European Tour logo features the words European Tour, with a ball on the T in Tour to make a call into golf. The T can be used unto itself, and it could be used in television graphics to show off player countries, rankings, scores and the like. There's also a single-line wordmark for the European Tour.

This new logo aligns with a new branding campaign in which the European Tour says it wants to "Drive Golf Further." The European Tour has tried to position itself in recent years as golf's global tour, opening up its schedule to include new formats and countries.

Under Pelley's leadership, the European Tour has tried to expand its branding around resort properties and destinations, including making associations with Hilton hotels and Enterprise car rental.

Complementing the new branding campaign is a new European Tour website, which borrows from the concept introduced in 2018 and temporarily scrapped after fan feedback. The new European Tour website , which launches Oct. 1 with the new logo, should correct some of the issues in accessing stats and information around players. It also is designed to work seamlessly on all devices, ending the need for a separate European Tour mobile app.

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European Tour unveils new brand strategy

8.03am 23rd September 2019 - Corporate

The European Tour has unveiled a new logo and brand strategy that underlines its new guiding principles of ‘Innovation, Inclusivity and Globality’.

The brand refresh coincides with the launch of a new website and a new app, both of which go live on October 1, ahead of the European Tour’s Open de España in Madrid.

The new branding features the strapline ‘Driving Golf Further’, which, according to chief executive Keith Pelley ‘seeks to underline the Tour’s commitment to engaging existing and new audiences through innovative tournament formats and immersive technology, as well as broaden the tour’s appeal to commercial partners’.

The new branding, which replaces the silhouette of Harry Vardon that was introduced in 2008, comprises a suite of assets, with a new logo, avatar and a range of graphic devices.

The European Tour’s new identity was unveiled at the Tour’s recently refurbished headquarters at Wentworth Club during the BMW PGA Championship. The building has undergone its first significant upgrade since the Tour set up its offices there in 1972, with the new-look interior boasting a modern, open-plan design, with glass-walled meeting rooms and enlarged office spaces to accommodate the Tour’s growing commercial and social media teams.

Pelley, 55, who has been pursuing a significant modernisation programme at the European Tour since his appointment in 2015, said: “It is an exciting time for us to unveil our new brand strategy. While we continue to celebrate our traditions and our core audience, the Tour has a strong desire to innovate and broaden the appeal of our sport.”

He added: “I see this as the next evolution of the European Tour. Over the last four years we have really built up the Tour through significant revenue increases in traditional sponsorship, and we’ve spent the last 18 months negotiating a deal with IMG that has resulted in us taking back control of out televised content and our world feed, which has really put us in a strong financial position for the future. Our tournament prize funds and the playing opportunities for our players are both at an all-time high, and now, with all the contracts we have in place, we’re in an incredibly sustainable position from which to take the Tour to the next level.”

Max Hamilton, Head of Commercial Partnerships, added: “Golf remains the sport of business, with 90% of CEOs playing the game, however we believe golf has to modernise and appeal to everyone to thrive. We hope our bold new creative and brand strategy will attract new partners who align with our new brand ideals.”

Part of the reason for the redesigned website and app is the European Tour’s new partnership with IMG Arena, the sports betting and content hub, which will collect and distribute the Tour’s official scoring data, offering fans enhanced statistics and insights from the 2020 season onwards. IMG Arena has developed a real-time, shot-by-shot data collection system which will be installed at all European Tour events, with its insights set to be available to fans via European Tour platforms and global broadcasters. The data will also be available to use for licensed sports betting markets, opening up a whole new level of fan engagement.

A trained scoring team will use GPS technology, connectivity systems and greenside cameras to collect data from every shot in European Tour event. IMG Arena says successful trials have been completed and further testing will take place across a host of events during 2019, with a view to the system being fully operational for the 2020 season, which begins at the Hong Kong Open at the end of November.

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WHAT ARE THE CONTACT DETAILS OF THE EUROPEAN TOUR GROUP?

The European Tour Group

Wentworth Drive

Virginia Water

Surrey GU25 4LX

T. +44 (0)1344 840400

F. +44 (0)1344 840500

email: [email protected]

HOW CAN I CONTACT A PLAYER?

Ever wondered how to contact your favourite players? Whether it's a question about what make of club a player uses, tips on how to start out playing golf, a simple message of good luck or congratulation, you can now email any member of the DP World Tour, Legends Tour or Challenge Tour using a dedicated email address. To contact your favourite player click here and don't forget to add the player's name in the subject field. Alternatively, you can write to them c/o the Tour office (address above) and your letter will be forwarded on.

HOW DO I ENTER A TOURNAMENT PRO-AM?

You will need to contact the promoter of the tournament to enquire about costs and availability of spots. Promoter details can be found in the specific event section for the tournament which is accessible from the schedule.

WHO DO I CONTACT ABOUT WORKING FOR THE TOUR?

You will need to send your CV and Covering Letter to Human Resources by email using the following email address: [email protected] Please note that due to the volume of enquiries we receive, we cannot respond to each individual request, but we will keep your CV on our database and will contact you should a suitable vacancy arise.

HOW DO I BECOME A CADDIE ON THE EUROPEAN TOUR?

For information and to contact the European Tour Caddies Association please use the contact details below:

European Tour Caddies Association

c/o European Tour

For more information about the ETCA, please visit their website http://eurocaddies.com/

HOW DO I FIND OUT WHO IS PLAYING IN A TOURNAMENT?

Closing date for entries is two weeks prior to the appropriate tournament, after which the full list of entries is posted on the site. Not everyone on the entry list will get to play the event - the actual field is only finalised when the draw is made (normally Tuesday of the tournament week).

HOW IS THE 36 HOLE CUT CALCULATED?

On the European Tour, generally the top 65 players and ties all qualify for the final 2 rounds. On the Challenge Tour the figure is the top 60 and ties. Some Seniors Tour events don't have a cut at all, but for those that do the figure is generally the top 50 and ties.

DOES THE TOUR HAVE ITS OWN ONLINE STORE AND LOGO MERCHANDISE FOR SALE?

Yes. From the top navigation bar you can select Shopping and you will be taken to a landing page where you then have the option to visit our online store which is produced under License by Kitbag Ltd. Here you will find golf equipment, clothing, bags, balls and accessories and gifts and merchandise. To visit the online store click here

CAN I USE THE PICTURES I SEE ON EUROPEANTOUR.COM?

All pictures on europeantour.com are copyright protected. You can download them for your desktop wallpaper, but no other usage is permitted.

CAN I SAVE MY SELECTED PLAYERS IN THE LEADERBOARD WEEK-TO-WEEK?

You can select player(s) by clicking on the flag in the column furthest to the left next to the particular player(s) whose scores you would like to follow. Your selections will remain in the list on a week to week basis providing they are playing in the current tournament.

HOW DO I QUALIFY TO PLAY ON THE EUROPEAN TOUR, THE EUROPEAN CHALLENGE TOUR OR THE EUROPEAN SENIOR TOUR?

You will need to enter the respective Qualifying School, which take place in the latter part of the year. From the DP World Tour Qualifying School, depending on your level of success, you could earn an exemption on either the main DP World Tour or Challenge Tour. The Legends Tour Qualifying School is a separate event. Information relating to both the Qualifying Schools each year is posted on the site as soon as it becomes available.

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