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The European Tour will celebrate its 50th anniversary next year by ditching its moniker and ushering in a new era in a historic naming rights deal, potentially worth hundreds of millions of dollars.
Traditionalists will no doubt cry ‘shame!’ but such is the vast scale of the 10-year deal, there would have been a riot among the tour’s membership if it had not been accepted. ‘What a time to be a golfer in his 20s,’ reflected Tommy Fleetwood, as the game demonstrated once more that no sport has emerged from the pandemic in ruder health.
Henceforth to be known as the DP World Tour, the financial impact will be felt instantly, with next year’s packed schedule featuring 47 events and worth over $200million, the first time that figure has been reached.
