European Tour must pitch in to sell event

The PGA Championship at Wentworth usually signals the arrival of the big guns back to European soil. This week it is Ireland’s turn.

The Irish Open used to be one of the best attended and highest profile events on the European Tour but, sadly, that is no longer the case. It is not a unique case but as a former player it has been very hard to witness its decline given the event is guaranteed the participation of our four home grown Major champions each year.

In the age of a world golfing schedule, Europe can no longer compete with the riches of the PGA Tour or the appearance fees offered to the players for their participation in Asia.

Over the past three years, there have been significant initiatives made by the Irish players, sponsors and Fáilte Ireland in particular to increase the popularity of the Irish Open by moving it from a stand-alone event to a family-oriented community festival.

The very fact that the Irish Open last year was the very first event on the European Tour ever to have its attendance completely sold out (attendance 200,000 for week) represents a remarkable milestone, but it is noteworthy that last year’s success still has not led to any more high-profile players signing up or the procurement of a long-term sponsor.

The European Tour, while fully committed to the Irish Open, need to take greater commercial responsibility for it and must work harder to understand the commitments of the Irish players towards promoting the event and it must also work closer with Fáilte and Discover Ireland in understanding the needs, requirements and indeed the psyche of the Irish and its diaspora, all of whom either want to share in the welfare of the event or travel to Ireland.

After the highs of the past number of years in terms of the attendance figures, the announcement that Carton House was to host the event this year represents a big gamble by the European Tour.

From the players’ point of view, the Montgomerie Course is not a universally popular venue and can leave them very exposed to the elements — as witnessed the last two times the event was held there — and given the penal nature of the bunkering this has led to huge frustration amongst the players.

That said, the course is usually in impeccable condition and with good weather forecast this week, bunkers and the elements should not be an issue.

From Fáilte and Discover Ireland’s perspective as sponsors, the most powerful tool they have at their disposal this week is the imagery of Ireland they can beam into millions of households across the world. Over the past number of years, cameras were effortlessly able to pan over the clubhouse in Killarney onto the stunning mountain range and its lakes, or to the deer emerging from the woods and onto the fairways.

Royal Portrush had the stunning dunes and North Antrim Causeway Coast, but while Carton House undoubtedly has its magnificent period house, the golf course looks bland. At a time when Ireland needs to take every advantage, I wonder if this is an opportunity missed?

So as we cross our fingers hoping for another Irish victory this week, let’s also hope all vested interests are encouraged to work together and given the same platform to express themselves. It’s only then that Ireland will be fully able to realise the potential of this great event and it is only then the Irish Open will become sufficiently attractive to any long-term sponsor.