“Put the legends front and centre.” That was how entrepreneur Ryan Howsam summarised his vision for metamorphosing the European Senior Tour into something the sport had never seen. As the 2022 season draws to a close, it is safe to say this ambitious plan is already bearing fruit and the video below offers a behind-the-scenes insight into what’s changed.
Since it’s 2020 rebrand, masterminded by new majority stakeholder Howsam, the Legends Tour has reinvented European senior golf. The Alliance Series is one of the few official tournaments that gives amateur participants the chance to play alongside some of golf’s biggest names. Meanwhile, the popular Celebrity Series draws in crowds to see an eclectic range of stars from the world of sport and entertainment take to the course.
Unlike most Pro-Am tournaments, though, the Alliance Series places the focus firmly on the experience. Treated like pros from the moment they arrive, participants are immersed in the luxury of world-class golf. As well as sharing a course with the greats, the Legends Tour gives passionate amateur players access to locker rooms and clubhouses. Also on offer are local caddies who know the course, fine dining and accommodation between rounds and a prizegiving to top off each event. This is more than a Pro-Am: this is an opportunity for amateur golfers to get a real professional experience.
This year’s Legends Tour schedule has been an intercontinental excursion through some of golf’s best venues and hidden gems, from Jersey’s historic La Moye to Scotland’s Gleneagles. On one side of the star-studded line-up are golf’s household names like Paul McGinley and Ian Woosnam, while Liverpool legend Robbie Fowler, legendary jockey AP McCoy and TV presenter and scratch golfer Dan Walker are regulars on the celebrity circuit.
(Image credit: Getty Images)
Given the unusual nature of the guestlist, you would be forgiven for thinking that the professionals see the trip as merely a chance to have fun in a casual setting. But Howsam knows that could not be further from the truth….
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