Shortlisted ideas from the European Tour Innovation Hub with Tata Communications show how latest digital technologies could revolutionise golf

The European Tour and Tata Communications, a leading global digital infrastructure provider, today unveiled the top three shortlisted ideas for the European Tour Innovation Hub with Tata Communications contest. The ideas demonstrate the potential to transform the game of golf through more effective creation of multi-lingual content for global audiences, second screen viewing using augmented reality (AR), and enhanced real-time engagement with TV audiences.

The European Tour Innovation Hub with Tata Communications, which was launched in September, called on start-ups worldwide^[1] to develop new solutions to enrich the game of golf, enabling fans to interact with the game in new ways and to enhance how each European Tour event is broadcast and produced as part of the Tour’s commitment to ‘Driving Golf Further’.

“The three shortlisted ideas caught our imagination because the businesses behind them understand the tremendous potential to enhance the game and the Tour for our increasingly mobile, digitally-savvy audiences worldwide. We look forward to working with these three businesses to develop their ideas further.”

Michael Cole, CTO, European Tour

The shortlisted ideas are:

alugha (Germany): This idea would help overcome the complexities of managing multilingual video content for European Tour’s diverse audiences worldwide. alugha would create an interlocked toolkit for the complete multilingualisation process – from transcription over multi-audio-track voiceovers to video hosting and distribution. It is all about breaking through language barriers to enable more effective engagement with a global fan base.

eyecandylab (US): With eyecandylab’s mobile augmented reality (AR) technology, fans could enjoy live games with an interactive AR layer. By pointing their smartphone or tablet towards live action shown on TV, fans would be able to access stats, player profiles and 3D green layouts in an interactive and visually enhancing way. They could also engage with life-size holograms to bring the action from the course into their living room.

Sparx Technology (Canada): The idea is a consumer engagement platform for enhancing broadcast streams. It would allow for real-time audience engagement through on-screen polling, trivia, predictive gaming, sports wagering and data collection. The Sparx platform would integrate directly with the live broadcast graphics system to connect viewers to the action happening on screen, creating a two-way communication channel between the broadcaster and viewers.

Now, these three businesses will work with the Tour’s business development team, venture capital (VC) firms and Tata Communications, looking at ways to turn their solutions from concept into reality. After this, they will go through a Dragon’s Den-style pitch where the ultimate winner will be chosen. Finally, the winner will develop their application with the European Tour for it be tested in action at a leading European Tour event during the 2020 season.

“We are delighted with the response to our Innovation Hub contest which demonstrates the strong relationship that exists between golf, technology and innovation,” said Michael Cole, CTO, European Tour. “The three shortlisted ideas caught our imagination because the businesses behind them understand the tremendous potential to enhance the game and the Tour for our increasingly mobile, digitally-savvy audiences worldwide. We look forward to working with these three businesses to develop their ideas further.”

“Digital platforms have the power to transform golf for the benefit of the sport’s entire ecosystem, including European Tour’s commercial partners and broadcasters,” said Mehul Kapadia, Global Head of Marketing, Tata Communications. “We look forward to harnessing our expertise in the digital transformation of global sports to explore with the three shortlisted businesses how they could not only take the golf fan experience to the next level, but also identify untapped operational efficiencies or revenue streams for the European Tour ecosystem.”

The panel of judges includes Michael Cole and Mehul Kapadia, as well as Rufus Hack, European Tour’s Chief Content Officer, and Tri Pham, Tata Communications’ Chief Strategy Officer. They are joined by Oliver Wilson, a professional golfer, winner of 2014 Alfred Dunhill Links Championship and a Ryder Cup player.

Tata Communications is the Official Global Connectivity Supplier of the European Tour, and this competition builds on previous collaboration between the two organisations to drive innovation in golf.

[1] A company must be incorporated in one of the following jurisdictions: Australia, Brazil, Canada (excluding Quebec), Denmark, Finland, Germany, Hong Kong, India, Ireland, Netherlands, Norway, Russia, Singapore, Spain, South Africa, Sweden, the United Kingdom, the United States.