Chief executive unveiling the European Tour’s new branding which comes into effect on October, at its Wentworth HQ, the day after the BMW PGA Chmpionship ended. Picture by EUROPEAN TOUR

THE European Tour has launched a creative new brand strategy, with the aim of broadening the Tour’s appeal to new and existing fans and commercial partners.

Calling itself Golf’s global tour its chiefs at Wentworth have unveiled its new identity, which includes a fresh logo alongside a new website and App, all underpinned by the Tour’s “guiding principles of Innovation, Inclusivity and Globality,” said a spokesman.

The brand revamp focuses on “Driving Golf Further” – the strapline which features underneath the new logo while the Harry Vardon logo associated with the Tour for a number of years, is dropped.

“The Tour seeks to build on its strong, established reputation for award-winning content, innovative tournament formats and immersive technology,” the spokesman added.

The European Tour’s new identity was unveiled at the recently refurbished, state-of-the-art headquarters during the BMW PGA Championship.

It will be rolled out on October 1, coinciding with the launch of the Tour’s revamped website and App.

The Tour spokesman added: “Designed to stand out from the rest of the busy golfing category while retaining its golf context, the bold, simple aesthetic is modern and flexible, suitable to be used across all platforms.”

It comprises a suite of assets, with a new logo, avatar and a range of graphic devices – the T of Tour is based on a tee peg.

Euorpean Tour chief executive Keith Pelley said: “It is an exciting time for us to unveil our new brand strategy.

“While we continue to celebrate our traditions and our core audience, the Tour has a strong desire to innovate and broaden the appeal of our sport”

Max Hamilton, head of commercial partnerships said: “Golf remains the sport of business, with 90 per cent of CEOs playing our sport.

“However we believe golf has to modernise and appeal to everyone to thrive. We hope our bold new creative and brand strategy will attract new partners who align with our new brand ideals.”

The European Tour operates 48 tournaments across five continents and features players from 37 nationalities, in addition to having a global television reach of more than 490million homes.

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