European Tour Unveils "Innovative" Rolex Series: 4 $7M Events

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The press release and announcement tout this as an innovative and a significant advancement for the European Tour. Certainly there are promises of the events in question offering enhanced digital and television converage touches (see video midway down this page). But the Rolex Series sounds more like an effort to make the strongest pockets of the schedule a bit stronger, with nice add-ons inspired by a longtime and loyal golf sponsor.

Essentially the European Tour is going to offer enhanced purses at four key events and three  former "Race to Dubai" playoff events which already drew decent fields. Maybe that's why Chief Executive Keith (Elton) Pelley won't shift to some Rolex-green frames until a few more events are added to the rotation.

Pros?

-Rory's Irish Open, the Scottish Open and the Italian Open all become stronger.

-Elite player pocketbooks (and maybe wristwatches winners) are improved.

-Each event should draw enhanced fields (though the BMW PGA already does fine), with more incentive for non-European Tour stars to appear in the UK especially. Each event should get more media attention, at least from what media remains.

Cons?

-Creates greater separation between events in the Rolex Series and those not in, making the already bloated European Tour schedule look like it's carrying even more dead weight.

-Strengthens events that stars were already likely to play instead of events needing a boost.

-Ensures the World Golf Championship events are stuck in neutral as a four-tournament, mostly U.S.-centric concept * How could I forget, a second WGC heads to Mexico City next year! Players are SO excited too!

The full press release: 

EUROPEAN TOUR LAUNCHES THE ROLEX SERIES

The European Tour is proud to officially announce the Rolex Series, an exciting new alliance of leading tournaments which will strengthen the golf schedule from the 2017 season onwards.

The innovative concept — launched today with the European Tour’s longest standing partner, Rolex — is one of the most significant advancements in the Tour’s 44 years and will enhance both the competitive and entertainment experience for members and fans around the world. 

Keith Pelley, Chief Executive of the European Tour, said: “We are delighted to unveil the Rolex Series today and we are committed to developing and building on it over the coming years.

“The Rolex Series will celebrate the highest quality of golf and the international spirit of the game; values that Rolex and the European Tour strengthen with this announcement. We are tremendously proud to have Rolex as our partner in this exciting new venture and we thank them for their continued support.”

Today’s announcement deepens the historic bond between Rolex and the European Tour, which has seen the Swiss company be the proud partner and Official Timekeeper of the Tour since 1997.

Rolex Director of Communication & Image, Arnaud Boetsch, said: “It is with great enthusiasm that Rolex will reinforce its longstanding partnership with the European Tour by supporting the Rolex Series, an innovative advancement in professional European golf.

“Rolex has enjoyed a unique alliance with golf for over fifty years and this is the most recent development of Rolex’s enduring commitment to the game. 

“Across junior, amateur and elite levels, Rolex is devoted to golf’s development worldwide, and we look forward to being a part of the flourishing future of The European Tour.”

In 2017, the Rolex Series will feature a minimum of seven tournaments in seven iconic golfing locations across the world, all offering minimum prize funds of US$ 7 million, with the DP World Tour Championship in Dubai featuring a prize fund of US$ 8 million. Plans are in place to increase the number of Rolex Series tournaments in future seasons as part of the multi-year commitment made to the European Tour by the world’s leading Swiss watchmaker.

As the scope of the European Tour expands around the world, golf fans will be brought closer than ever to the leading professionals on the world’s best courses thanks to significantly enhanced television and digital production as well as increased hours of coverage distributed worldwide.

The 2017 Rolex Series will begin in May with the BMW PGA Championship at Wentworth Club in England and will be followed by two tournaments in July: the Dubai Duty Free Irish Open hosted by the Rory Foundation at Portstewart; and the Aberdeen Asset Management Scottish Open at Dundonald.

The fourth tournament of the Rolex Series next year will be the Italian Open at the Olgiata Golf Club in Rome in October while the final three Rolex Series events will be in November, comprised of the Turkish Airlines Open at Regnum Carya Golf and Spa Resort; the Nedbank Golf Challenge at Sun City in South Africa; and the DP World Tour Championship, Dubai at Jumeirah Golf Estates.

The news prompted this Instagram image from Dubai:

 

9th In The World: Who Is Alex Noren?

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With the European Tour limping toward its Race To Dubai conclusion and featuring a Masters winner who "wants his life" back (according to Derek Lawrenson), attention will turn to Alex Noren.

Noren's won four times since July and has risen to 9th in the world after being outside the top 100 in June according to Will Gray, yet he never received any Ryder Cup consideration and would probably need ID to walk onto any major championship range. He's at least dropped to 80/1 in Masters futures odds, but is still behind Jon Rahm and Tiger Woods.

Finding a good profile on Noren was tough, but maybe because he's done it best on by his very ownself. Sure, his blog hasn't been updated since 2012, but Noren's website includes his first person life story if you click on "My Story" in the lower left.

I forgot that the 34-year-old--that's right millennials, you can like him!--went to Oklahoma State and unlike many Euros, stayed for four years. But with all of the talk about short courses, Himalayas greens and growing the game (including today on Morning Drive), this really stood out:

My fight to reach my dreams began 23 years earlier at my home course Haninge GK in Sweden.

The putting green served as a natural kinder garden and it was located in the middle of two straight lines of oak trees. The green was narrow and long and gave us enough creativity to try the craziest shots when having chipping contests. The bet was always ice cream to the winner. We played golf all day. Our parents had to bring food out on the course because dinner wasn't our first priority; lowering our handicap was. We usually played together; sometimes we let our parents join up if we weren't enough kids around. I think the opportunity to play around and not being instructed by anyone gave us the complete joy and love for the game. We could not get enough of it.

Video: Mongoose Attack In Sun City!

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Attack might be strong.

How about, "creating a glorious blur of space grey as they cross the green, mercifully leaving a golf ball alone"?

Oh, and how about "the most exciting moment so far of the Race To Dubai!"

 

Euro Tour Chief Pelley: Not To Be Afraid To Make Big Changes

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James Corrigan of the Telegraph reports on European Tour Chief Keith Pelley surprising in his response to calls for a Ryder Cup rethinking.

Speaking to writers in Turkey where the Turkish Airlines Open was just won by Thorbjorn Olesen, Pelley suggested he's using the Paul Casey example as motivation to improve the European Tour.

“Our job as the gatekeepers of the Tour is to provide bigger purses, greater experiences and greater courses so that the players want to play here – and play here more than they need to just to stay a member – and so be a Ryder Cup player,” he said.

“The Ryder Cup is a critical component of our Tour and it is a sensational event. But it shouldn’t be the only reason why someone wants to be on our Tour. That’s our job at hand right now.

“We are having discussions regarding the qualification system. We will have them with our players, with our tournament committee and our board over the coming weeks and months. We will adjust the Ryder Cup qualification if we feel that we need to. We won’t be afraid to make the changes.”

But as John Huggan notes at GolfDigest.com, it's not as simple as making changes.

Eligibility for the Ryder Cup is one of the few “weapons’ he has in the on-going - and generally losing - battle with the bigger purses on offer on the PGA Tour.

Golf Pros Who Read Files: Padraig Harrington Credits Book (Really!) After Portugal Masters Win

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Shockingly there is a golf pro willing to confess his love (and good use) of the written word.

Even better than the idea a future Hall of Famer is searching so hard, is that Padraig Harrington credited the mental performance book after winning the European Tour's Portugal Masters on Sunday.

From Brian Keogh's account of the tournament:

What pleased him most about his win was his mental attitude and he credited coach Dave Alred with the turnaround having read his book, The Pressure Principle: Handle Stress, Harness Energy, and Perform When It Counts, earlier in the week.

"I feel really good," Harrington said. "I was very relaxed all week. I was in a nice place mentally.

"I've been reading Dave Alred's The Pressure Principle and it gave me a few pointers that maybe I'd been missing out on and I stuck to those all week. It was a big plus for me.

"I just realised how poor my own language is about myself and my game. So I was very focused on my self-talk this week and what I was saying to myself and very focused on my posture walking around on the golf course and it was a tremendous help."

Tribunal Offers Glimpse Into Behind-The-Scenes European Tour Executive Drama

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Thanks to reader David for Joseph Curtis' Daily Mail story on an "employment tribunal" involving the European Tour versus Scott Kelly, 61, a former lieutenant under George O'Grady fired by new chief Keith Pelley.

Kelly is alleging age discrimination.

Scott Kelly, 61, travelled the world attending high profile tournaments for two decades, forged close relationships with important figures including Prince Moulay Rachid of Morocco and even brokered a £126million sponsorship deal with Rolex.

But he claims to have been dismissed by the tour's new chief executive Keith Pelley after he was told to stop attending major events including the Solheim Cup, the female equivalent of the Ryder Cup, and adopt new 'data-based' approaches to gather sponsorship.

The tribunal in Reading heard that the Mr Pelley wanted Group Marketing Director Mr Kelly to use computer programmes to attract new partnerships.

He said he was even asked to take an 80 per cent salary cut and retirement options, which he refused.

The story goes on and on about the case, documenting the shift in sales approach and other interesting tidbits about the Pelley approach.

Danny Willett Teams With His Caddie To Win Dunhill Pro-Am!

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No offense to Tyrrell Hatton, who picked up his first European Tour title in the Alfred Dunhill Championship at St. Andrews. But the even better story involved Masters winner Danny Willett teaming with his caddie Jonathan Smart to win the pro-am title. Taking his looper (and presumably paying his way) probably won't win him too many American fans following last Monday mornings' Tweeting barrage, but it's a start.

The full press release since I couldn't find a story on Willett giving his man the week off to play the pro-am. And followed by a Tweet and European Tour Instagram photo:

ST ANDREWS, October 9, 2016 - Jonathan Smart admitted his hands were shaking as he stood over the four foot putt that was to earn him and Masters champion Danny Willett the US$50,000 first prize in the Alfred Dunhill Links Team Championship at St Andrews.
 
Willett, who usually has Smart as his caddie in every other week of the golfing year, raised his arms in triumph when the putt dropped and then hugged him, saying later: “Jon rose to the occasion and carried me all week. I invited him to have a taste of what it’s like on my side of things and he’s won his first event. He played some great golf.”
 

Smart, a six-handicapper from Sheffield’s Hallamshire Golf Club, holed the decisive putt on the Old Course’s 9th green for a birdie three and said: “That’s the best golf I’ve ever played today and Danny is over the moon for me. But I won’t be getting any percentage of the winnings – he’s already done more than enough for me this week by giving me this treat of playing in such a great event as his amateur partner. It’s been an unbelievable experience.”
 
Willett and Smart started the final day on 26-under-par and shot a 12-under-par round of 60 to clinch the title by one stroke from Polish professional Adrian Meronk and his Swedish amateur partner John Eliasch.

Meronk and Eliasch had started out with a three-shot lead over Willett and Smart but were gradually hauled in by the English pair, who sported matching beige trousers with maroon tops. Playing together in a four-ball, the two teams were tied on 37-under-par when they teed off at their final hole, the 9th. Smart’s birdie blow then decided a titanic struggle.
 

“It was a real matchplay situation for 18 holes,” added Smart. “Those guys kept coming at us. It has been an amazing week for me and I cannot believe that we’ve won. But I’ve definitely experienced a little of the nerves that Danny has to cope with in every tournament. Now I’ll appreciate what he’s got to go through a little bit more. It’s been a real insight and so enjoyable.
 
“On that last hole my hands were shaking when I was trying to line the ball up.  When you're telling someone what to do, it's a lot simpler than having to do it yourself. It has all been just very surreal.  I could not believe how nervous I was coming down those last few holes.  And to win an event with Dan, here, has just been unreal.”
 

Willett, who missed the cut in the individual tournament, added: “It's been great fun.  I've obviously not played great golf myself.  I showed a few bits every now and again but luckily that's what this format is for us as a team, dovetailing well, which we did.”
 
Cricket legend Sir Ian Botham, playing with English professional David Horsey, and Fifty Shades of Grey actor Jamie Dornan, who played with individual winner Tyrrell Hatton, were among the three teams who shared fourth place in the team competition.

Euro Ryder Cup Team After Italy: Willett Up, Westwood Down

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The Italian Open provided a final tune-up for some European Ryder Cuppers and one of the team's biggest questions marks had his best week in months.

Danny Willett played his final 69 holes without a bogey, finishing second.

There was this roundup posted by the European Tour of other team members. Everyone flashed moments of decent golf except Lee Westwood, who missed the cut.

Westwood may have a brewing distraction (thanks reader David). According to the Daily Mail's Amie Gordon, the Lee Westwood School is being countersued by families who were sued for leaving early.

Westwood is cutting ties with the school, according to the report.

It was a great finish in Italy, here is Francesco Molinari wrapping up his home nation's Open on the last hole in grand fashion:

 

Congratulations @chiccogolf 🏆🏆

A video posted by European Tour (@europeantour) on Sep 18, 2016 at 10:01am PDT

 

Video: Euro Tour's Beat The Pro Challenge Had Something For Everybody

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As previewed earlier in the week, the European Tour's "Beat The Pro" Challenge planned to throw amateur golfers into the middle of tournament action.

Hitting one shot on the par-3 14th in a closest-to-the-hole competition, the amateurs were part of the proceedings on just Thursday and Saturday. As you'd hope, there were highs and lows, as depicted in this compilation from the European Tour's Instagram account.

As far as gimmicks go, it appears to have had little impact, especially since no one was injured by the one shank. To put it another way: if pro golfers were given the opportunity to be interrupted twice in four days for one shot, they'd take that over a pro-am any day!

Meanwhile, Joost Luiten won the KLM Open with a final round and course-record-setting 63.

The highs (and lows) of the Beat the Pro Challenge... 😮 #KLMOpen

A video posted by European Tour (@europeantour) on

Forward Press: The BMW Scheduling Silliness, European Tour Throwing Fans Into (14th Hole) Fire

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In this week's Forward Press I explain why the BMW is starting within hours of the Deutsche Bank Championship ending (Corleone and Tattaglia made a deal) and why it's a particularly horrible idea with the NFL kicking off.

But hey, it's all about the Dyes, Crooked Stick and John Daly 1991 memories this week, so we have that (and a few fun YouTube contributions).

Also, the European Tour along with sponsor KLM is trying something pretty bold on Thursday

All in the Forward Press at GolfDigest.com.