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SBD Global/January 3, 2018/Events and Attractions

European Tour's GolfSixes Short-Format Concept Attracted Younger Fans In '17

Short-format golf concept GolfSixes attracted younger, new fans to the game while delivering impressive social media engagement, according to analysis by the European Tour. Data from the inaugural GolfSixes competition last year showed that it saw a 42% increase in new golf fans at the event compared to standard European Tour tournaments. Those attendees were also 14% younger than those seen during the rest of the golfing calendar. Social media engagement around the event exceeded the average rate seen at other European Tour tournaments by 24%, delivering over 20 million social impressions. GolfSixes will return to the European Tour calendar on May 5 and 6 as an inclusive "festival of golf" that encourages even more fan engagement. It will also feature a junior tournament. The event will once again be hosted at the Centurion Club. The GolfSixes format was trialed in response to growing demand for shorter, more intensive competition. European Tour Chief Commercial & Marketing Officer Nathan Homer said, "Golf needs a route for younger fans, groups of adults and families to get involved. We know that GolfSixes appeals to those audiences while still offering something to our die-hard fans" (European Tour). 
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