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22.11.2018

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    Hero Challenge

    European Tour

    Hero Challenge is a new innovative 1-hole golf proposition that opens the sport to a new audience whilst promoting the unique culture and history of the event location. The proposition is shorter, entertainment focused and fun that builds better engagement between fans and golfers.

    What customer problems did you set out to solve?

    We set out to change the perception of golf, golf has been labelled as outdated and not trendy. Potential fans have competing priorities and a large amount of choice for activities to do in their spare time. Golf remains time consuming and not easily accessible to fans, with only one format available for viewing. Conventional tournaments do not provide opportunity for fans to engage with players and it is played through one channel and not available to a wider audience. Hero Challenge is designed to break down all the customer problems with a short, entertaining proposition for a new audience.

    What differentiates your proposition from other offerings in the market?

    Hero Challenge is different from other offerings in the impact that it creates for multiple customers. Whilst other sport based propositions, focus on attracting the young generation, Hero Challenge solves multiple customer challenges.

    • New audiences – it has attracted a new, younger audience who previously did not engage or watch golf.
    • Location, location – set in places that tap into the culture, history and fabric, promoting the place in an authentic way
    • Watch how you want – Watch across social media channels to provide new ways for more people to access golf
    • New format – Simple scoring systems, rules and shorter, fast paced game that engages the audience
    • Communication – A chance for fans to engage with golfers in a collaborative way

    What impact has the proposition had?

    Feedback from players, broadcasters, sponsors and fanbase was extremely positive, with players calling it “a very innovative way to showcase their personality”. The event was broadcast live on twitter, with 750k viewers for the first event and a huge social media hotspot around the event. There is normally limited social media activity at traditional events. The proposition is changing attitudes to golf and improving its visibility to potential customers.

    What’s next for your proposition?

    Hero Challenge will improve and expand, with it provisioned for 3 locations this year and a further 3 locations for next year. There are developments to adapt the format with a team based offering under consideration. We will keep finding ways to attract new audiences and change perceptions of golf going forwards at new and unique venues away from the traditional golf course.

    Find out more about Hero Challenge here

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