O’Grady looks east for growth 34 <strong>Qatar</strong>Sport Q3.08
The PGA European Tour Chief Executive George O’Grady sees the future in the new golfing destinations of the Middle East and Asia George O’Grady’s office is tucked away behind the first tee of Wentworth’s famous west course, which for the last 25 years or so has been the centre of the PGA European Tour’s world. How long this remains the case is open to question. For now, this is European golf’s headquarters, situated deep in the London stockbroker belt, surrounded by some of the most expensive real estate in Europe. Every May, golf fans come in their thousands to watch the BMW PGA Championship, and to peek through the hedgerows of the estate’s famous residents. Where once the stucco-fronted mansions were occupied by old school bankers from the City of London and stars of the British entertainment industry, they have been largely replaced by an international elite: the stars of private equity and the Premier League, Andriy Shevchenko has spent his Chelsea sojourn here and Boris Berekovsky, the secretive exiled Russian oligarch, lives in one of the estate’s many tree line roads. In many ways the PGA at Wentworth is a throwback, to the days when the Tour’s big dates were the national open championships of Europe, held in Ireland, France, Italy, Spain and Portugal. But those days are gone and they’re not coming back. George O’Grady has overseen a revolution, one that started more than 25 years ago, when the European Tour broke out of Europe. Along with former Tour Chief Executive Ken Schofield from whom he took over in 2004, O’Grady has steered a new course, one that has led to a power and influence shift from Wentworth to golf’s new playground in the Gulf. The Dubai Desert Classic led the way, followed in 1998, by the Commercialbank <strong>Qatar</strong> Masters, which has grown into one of the key events of the early season schedule. With a $2.5million purse on offer, the <strong>Qatar</strong> event has been won by some of the game’s most illustrious players. Australian Adam Scott negotiated the 7,355 yard Doha Golf Club course to win the 2008 tournament, thereby adding his name to those of Retief Goosen, Henrik Stenson and Ernie Els among others on the trophy. From his perspective as Chief Executive of the European Tour, George O’Grady draws parallels between the Dubai’s explosive golfing growth and the potential of <strong>Qatar</strong>. “The big move will happen when they build the second golf course,” he says, noting how quickly the Doha coastline has developed since his first visit. “They have many hotels now. But at first they only had one, which is now the Doha Sheridan. As they develop the coastline, the same growth of the game in <strong>Qatar</strong> will occur as it has in Dubai.” The importance of the relationships between the Tour and countries in the region are obvious. Golf’s traditional sponsorship model is coming under pressure. The banks and car-makers, who have long supported the sport are facing uncertain economic times. The oil wealth of <strong>Qatar</strong>, Abu Dhabi and Dubai, along with the respective governments’ tourism agenda, provides a welcome source of income. For <strong>Qatar</strong> in particular, O’Grady says golf, along with other sporting events, has helped establish the country on the world map. “A camera at a tennis event just shows a tennis court. The camera at a golf tournament shows the whole area, they are feature golf courses, which are then discussed by the commentary teams. In <strong>Qatar</strong> golf has helped attract investment into the region, and people certainly know where it is.” This year saw the second Abu Dhabi Championship and further events in the region are sure to follow. The Tour has recently gone into partnership with Axem Sports, a company operating out of Saudi Arabia and Bahrain. It seems likely then that Saudi Arabia will soon be added to the Gulf Swing. O’Grady’s view of sports marketing was handed down to him by John Jacobs, a former chief of the tour. Jacobs was asked in the early 1970s what he was going to do to attract the interest of sponsors. He replied: “I won’t, I’ll be trying to create an image so sponsors will come looking for me.” This approach reached a zenith late last year with an announcement that stunned seasoned observers of the game. From 2009 the Tour’s money list will be renamed the Race to Dubai and the season will culminate in The Dubai World Championship held at the Jumeirah Golf Estates, the richest event ever staged anywhere in the world. the big interview Above: Last year’s <strong>Qatar</strong> Open Masters winner, Adam Scott. Following page: O’Grady relaxes with golf star Padraig Harrington as the European Tour visits the Middle East. “The big move will happen when they build the second golf course [in Doha]. In <strong>Qatar</strong>, golf has helped attract investment into the region” Q3.08 <strong>Qatar</strong>Sport 35
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