This year marks the eighth successive staging of the Smurfit European Open at the K Club, Straffan, Co Kildare. The tournament has forged an international reputation as a highlight of the European Tour, attracting many of the world’s leading golfers competing for the over EUR3 million prize fund.
The marketing of Ireland as a premier golfing destination is at the core of Bord Fáilte’s sports tourism strategy with an estimated 250,000 overseas visitors coming to Ireland annually to play golf during their stay, yielding close in the region of EUR150 Million to the exchequer.
Commenting on the continued sponsorship by the International Sports Tourism Initiative Mr Niall Reddy, Acting Chief Executive, Bord Fáilte said:
‘We are delighted to continue our sponsorship of the Smurfit European Open in 2002. Golf is a fundamental component in Bord Fáilte’s sports tourism strategy. The Smurfit European Open generates invaluable media coverage worldwide. It is broadcast in over 60 countries, reaching a television audience of many millions.
‘Bord Fáilte’s success at marketing Ireland as the Golfing Mecca of Europe is clearly evident from the impressive list of major international golf tournaments that Ireland now hosts. The annual Smurfit European Open is one of the jewels in Ireland’s international sporting calendar and over the past seven years has yielded great dividends to Irish tourism’.
The provision of sponsorship for high-profile sports events, such as the Smurfit European Open, is in keeping with the objective of the International Sports Tourism Initiative, introduced in 2000 by the Irish Government in association with Bord Fáilte. The Initiative has an annual budget of EUR7.62 million to identify and sponsor major sporting events that have the capacity to enhance Ireland’s reputation as a premier sports tourism destination.
Bord Fáilte is sponsoring seven international golf tournaments in 2002. These are the Smurfit European Open, the Murphy’s Irish Open, the Seve Trophy, the AIB Seniors Open, the Ladies Irish Open, the upcoming North West of Ireland Open at Ballyliffin Golf Club, August 15-18 and the WGC – American Express Championship at Mount Juliet, September 19 – 22.
Other international sporting events supported by Bord Fáilte’s International Sports Tourism Initiative in 2002 include: the IAAF / Sport Ireland World Cross Country Championships at Leopardstown last March, the Seve Trophy at Druids Glen last April, the British Touring Car Championships at Mondello Park this month and the WGC American Express Golf Championship at Mount Juliet, September 19th – 22nd.
For more details contact:
John Redmond / John Corcoran , Slattery PR
Tel: 01 6614055, Mob: 086 6086671, Email: jcorcoran@slatterypr.ie