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ODLM gets big global thrust
The 2011 Omega Dubai Ladies Masters, won by US teenage sensation Alexis Thompson, generated a massive global media exposure giving ‘golf in DUBAi’ and ‘Brand Dubai,’ in particular, a massive boost.
The season-ending event of the Ladies European Tour played from December 14 to 17, 2011, reached millions of homes of worldwide, producing Global Media Value worth Dh382.5 million – a whopping 466 per cent increase in value since the inaugural edition in 2006.
In addition, commercials produced by CNN International in the run up to the event, reached over 170 million households and hotel rooms across Europe, Africa, the Middle East and Asia Pacific, bringing an unprecedented level of promotion to the €500,000 (Dh2.5 million) tournament, which has become the torch-bearers for ladies golf in the region.
The independent statistics, provided by Ladies European Tour, clearly shows ladies golf, once considered alien to the sporting fabric of the nation, has become very much part of Dubai’s vision in putting the Emirate on the sporting map, thus enhancing the Emirate’s image as an Arab city with “an international spirit and sensibility.”
Promoted and organised by ‘golf in DUBAi,’ an event management that operates under the umbrella of the Dubai Investment Corporation, the Omega Dubai Ladies Masters have grown in stature and popularity over the years, thanks to the regular participation of the world’s leading players, making it the ‘Major of the Middle East’.
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