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European Tour and Two Circles kick off 11-year ticketing venture

Golf’s European Tour and Ryder Cup Europe have today (Friday) launched an 11-year strategic ticketing venture with sports marketing and data technology company Two Circles.

The new project, Tour Consumer Experiences, will manage sales and marketing of all ticketing and premium experiences for the next three European editions of the Ryder Cup and select European Tour events until 2031.

Tour Consumer Experiences will also lead to the introduction of new products that “enhance the event experience and grow ticketing and premium revenue”.

Guy Kinnings, deputy chief executive of the European Tour, Ryder Cup director and chief commercial officer, said: “We are delighted to announce this venture with Two Circles. Fans are one of the key drivers behind the success of our events, in particular The Ryder Cup, and we look forward to working with Two Circles to develop consumer experiences for all spectators at our tournaments.

“We have seen remarkable increases of fan engagement with the European Tour and Ryder Cup Europe over the last 12 months, despite not being able to have fans on the ground at our events, and this will help us tailor our general admission ticketing strategies and premium on-site experiences for supporters of elite golf in Europe.”

The project includes personnel from all three parties covering marketing, data and insight, premium sales and ticketing operations. Two Circles will also invest significant resources into the venture. The agency already works with several other international sports properties including The R&A, UEFA, the Premier League, Wimbledon and the National Football League (NFL).

Gareth Balch, chief executive of Two Circles, added: “Globally there is a huge and growing demand for live experiences, and sport offers that rare mix of unscripted drama with a fantastic day out with friends and family. When it comes to unscripted drama in a unique setting, The Ryder Cup is up there with the best of the best.

“We’re hugely excited to be embarking on this new venture with the European Tour and Ryder Cup Europe. Together, by using deep fan insight to evolve eventday products and how they are marketed, we believe we will deliver even more unforgettable fan experiences across golf.”