“Put the legends front and centre.” That was how entrepreneur Ryan Howsam summarised his vision for metamorphosing the European Senior Tour into something the sport had never seen. As the 2022 season draws to a close, it is safe to say the plan is already bearing fruit.
Since its 2020 rebrand, masterminded by new majority stakeholder Howsam, the Legends Tour has reinvented European senior golf. The Alliance Series is one of the few official tournaments that gives participants the chance to play alongside some of golf’s biggest names. Meanwhile, the popular Celebrity Series draws in crowds to see an eclectic range of stars from the world of sport and entertainment.
Unlike most pro-am tournaments, though, the Alliance Series places the focus firmly on the experience. Treated like pros from the moment they arrive, participants are immersed in the luxury of world-class golf. As well as sharing a course with the greats, the Legends Tour gives passionate amateur players access to locker rooms and clubhouses. Also on offer are
