Dubai Ladies Masters earns pride of place on Ladies European Tour

Dubai: The 2011 Omega Dubai Ladies Masters, won by US teenage sensation Alexis Thompson, was worth Dh382.5 million in global media exposure — a 466 per cent increase in value since the inaugural edition in 2006 — according to recently published Ladies European Tour statistics.

In addition, commercials produced by CNN International in the run-up to the event reached more than 170 million households and hotel rooms across Europe, Africa, the Middle East and Asia, bringing an unprecedented level of promotion to the €500,000 (Dh2.39 million) tournament.

The tournament's website, www.dubailadiesmasters.com, also recorded a new high with 27,737 visits from 120 countries, an increase of 22.46 per cent. Also a total of 11,119 spectators turned up at Emirates Golf Club to watch the action.

Thompson's victory, when aged 16 years, 10 months and seven days, saw her become the youngest professional to win tournaments on either side of the Atlantic and is thought to have injected a major boost to interest in the event.

The action on the course was equally thrilling, with the strong 108-player field, representing 28 countries, producing six eagles (all on the par-3, fifth hole), 995 birdies, 4,160 pars and 997 bogeys over the four days.

Golf in DUBAi vice-chairman and CEO Mohammad Bu Amim said: "The facts provided by the Ladies European Tour amply confirm the Omega Dubai Ladies Masters was well-received on the international circuit and show that it contributed immensely in showcasing Dubai's attractions to the world.

Strong field

"We strive to assemble a top quality field that creates new storylines every year. The success of an event of this magnitude would not be possible without the generous support of key sponsors," Bu Amim said.

"We feel proud and privileged to be part of a tradition that began in 2006 with the winner's trophy serving as one of ladies golf's most valued treasures that holds significance to the players. Very soon we will announcing some big names who will be competing in the 2012 event."

The weekly Local Golf Special will be discontinued from next week.

Club initiative: Memberships double

The number of women playing golf at the Troon Golf-managed Abu Dhabi Golf Club and Saadiyat Beach Golf Club has doubled this year thanks to a number of new initiatives introduced by the clubs.

The number of lessons taken by women has doubled compared to March 2011, with many going on to become seasoned golfers.

Abu Dhabi Golf Club's ‘Golf in the Garden' events routinely attract a large crowd of ladies, many of whom are playing for the first time, while Saadiyat Beach accommodates growing female demand with regular ladies coaching groups each week. Daytime rates, ladies-only golf clinics and competitions are also attracting more and more ladies.