In Hong Kong, local PR shop Two Up Front (TUF) has scooped the PR brief for the Hong Kong Open, following news that new sponsor UBS has decided to raise the prize pool by 50 per cent to US$1.2 million in December, further building it up to $2.5 million by 2008.
But the tournament has not been without controversy, with problems relating to player payments last year, and official sanctioning issues just weeks ago raising fears Hong Kong's oldest sporting event would not go ahead. Both areas were quickly resolved, according to TUF editorial director Niall Donnelly, who added the agency was emphasising the positives surrounding the event. "Quite simply, it will be bigger, better and bolder than ever before," said Donnelly.
"Golf is gaining in exposure and attracting more financing because it offers sponsors a clearly defined target demographic. This will mean stronger fields for what is already one of the oldest, most high-profile and respected golf tournaments in Asia." The PR push comes as Singapore steps up its campaign for the hearts and minds of the world's top business executives and golf fans. Organisers have inked a deal tying the Singapore Open to the Forbes Global CEO Conference from 2006. The prize money has also been increased to US$2 million for this month's Open, and Grayling has been appointed to handle the PR communications. "I don't think there will be a golf war, but of course there will be competition," said James Acheson-Gray, managing director of Grayling Asia. "There aren't enough events for that at the moment."
Tying the event with Forbes will allow organisers of the Singapore Open to position the event within the upper echelons of regional sports, while providing a platform for advertisers wishing to target some of the world's most affluent consumers.
But Donnelly is adamant the two events will complement each other. "Anything that increases the profile of golf in Asia can only make it easier to promote tournaments," he said. "There's no clash between the two."
TUF has also been tasked with the global PR duties for this month's China Open tennis tournament in Beijing. Spain's Rafael Nadal and Russia's Maria Sharapova are confirmed contenders.
