It has not been easy for Europe’s over-50s circuit during the past few years. Back in 2015, when still known as the Senior Tour, there were just nine regular events on its schedule. Three years later, it was renamed the Staysure Tour. In 2020, it was brutally ravaged by COVID-19. Last season, it had a belated introduction as the Legends Tour, and just last week the delayed season-ending MCB Tour Championship had to be abandoned amid torrential tropical rain.
From the outside looking in, there seems to have been only flux and confusion for the ranks of Europe’s veterans.
Maybe something else is afoot, however. Ryan Howsam certainly believes so. While conventional wisdom argues that golf’s ageing demographic is something of a problem, the English businessman views it only as an opportunity.
As founder of the travel insurer Staysure Group, which focuses on the over-50s, Howsam was excited by the potential of marrying the European Senior Tour with a market of which he has intimate knowledge.
“From my experience as a sponsor, it was clear to me that the big names were underexposed. I felt we could drive it to another level and underwrite the business better.â€
Ryan Howsam
Initially, his company merely sponsored the circuit, but even then Howsam had bold plans for the future. He was told that a members’ tour would always remain that way and yet in 2020 he took a majority stake in the circuit, part of a joint-venture agreement with the European Tour Group.
Immediately renamed the Legends Tour, it effectively was shut down by COVID in 2020, returning in a restricted capacity 12 months ago.
Ahead of last week’s blighted event at Constance Belle Mare Plage on the Indian Ocean island of Mauritius, Howsam sat down with Global Golf Post to discuss his plans for the future.
“From my experience as a sponsor, it was clear to me that the big names were underexposed,†he said. “I felt we could drive it to another level and underwrite the business better.â€
With those words, the rebranding at the “Legends Tour†is immediately explained: the fresh focus is on big golfing personalities who engage sponsors and fans. The European Tour Group’s rationale for accepting the new deal is argued by chief operating officer Mark Aspland: “It matched a rights holder delivering world-class events and an entrepreneur focussed on monetising USPs (unique selling propositions) and the value of the business.â€
Howsam has no doubt that the legends are the USP, that their value is high, and that there is untapped business potential.
“I know what brands want,†he said. “They want exposure, a return on investment, and also to entertain stakeholders.â€
The new model involves more than just big golfing names. The 2021 season included a Celebrity Series, which culminated in a Grand Final in Mauritius (and which will expand in 2022 with a distinct sponsor).
It also initiated an alliance format, which allows amateurs to purchase packages to play events run concurrently with the tournaments themselves, competing alongside the professionals.
Howsam likes to ask himself the question “What space do I own?†And with the Legends Tour, his answer is: “An expanded and very special package for sponsors.â€
“Yes, we’ve got a championship pro-am, and it’s fun, but so have other tours. We’ve got more than that, and they are not only building more revenue streams, they also opening up so many options for the entertainment of stakeholders and customers.
“They could be playing with golfing legends, with celebrities, and with the adrenalin rush of fear from playing in front of crowds alongside their heroes.
“The distinction between the alliance and a pro-am is huge. There’s no picking up, no hiding in a team, and the feedback has been astoundingly good.
“I truly believe there is a lot of money waiting around in sponsorship. We need to get out there and find it.â€
Two immediate thoughts suggest themselves. The first is that wealthy golf fans are the target because an alliance package is not cheap. They start at £8,000 (about €9,500 or $10,500).
“We’re aware that this is an expensive proposition, and I’m from a council estate in Sheffield, so I get it,†Howsam said. “We’re introducing a golf lottery. Just UK golfing bodies to begin with: a pound a week, profits to charity, lots of prizes including alliance starts.â€
A related concern could be that the punter inside the ropes might appear more valued than those outside them.
“Oh, no. The alliance amateurs need the experience of playing in front of galleries,†Howsam said. “I discovered we didn’t have a marketing spend on the-event-coming-to-town, and I changed that. If you don’t tell folk you’re there, they won’t come.â€
The final concern is player-related and again two-fold. Firstly, the PGA Tour Champions will always be first choice for the stars. “We understand that,†Howsam said. “But we can still work with big European names and offer tournament-hosting opportunities.â€
Second is that, while appreciative of Howsam’s energy, golfers are conservative by nature. No change ever comes without dissenting voices, and some baulk at the idea of so much entertaining of amateurs.
“I’ve told the pros that this model brings in more money,†Howsam said. “That, in itself, it doesn’t solve all problems, but we need to think about sponsors. This is what I really want to get out there and, quite simply, this year there will be more prize money and that will step up again next year.
“The journey from where we were to where we want to be won’t be easy, but it will be worth it.
“And you know what? The Champions Tour has a version of what we’re doing. The model is working.â€
Top: Ryan Howsam during the pro-am at Constance Belle Mare Plage
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