alugha goes live!

From concept to delivery, see how alugha are helping the European Tour
transcend language barriers to deliver golf to more people globally

The Innovation Hub Journey

The Launch

Launched in September 2019, the Innovation Hub is a programme for new ideas and concepts which focuses on bringing fans closer to the game of golf.

Launch video

Immersion Workshop Video

Finalists Immersion Workshop

We received multiple high-quality entries from over 15 different countries. After lengthy discussions, the panel narrowed the field down to three finalists, alugha, EyeCandyLab and Sparx. The finalists were then brought to London for immersion workshop in February 2020.

Winners Announcement

alugha were crowned the winner in April 2020! The winning idea aims to overcome the complexities of managing multilingual video content for the European Tour’s diverse audience.

Winners video

Meet The Runners-Up


Enhances live video streams and broadcasts using Augmented reality powered insights to elevate golf viewing experiences including 3D green layouts and player holograms

Sparx Technology

Interactive audience engagement
platform powering real-time mobile trivia and
predictive gaming on Live TV and web streams

Who They Impressed

The Innovation Hub panel of judges is made up of experts
and thought leaders from across the industry.

Rufus Hack

European Tour
Chief Content Officer

Michael Cole

European Tour
Chief Technology Officer

Tri Pham

Tata Communications
Chief Strategy Officer

Dhaval Ponda

Tata Communications
Global Head – Media & Entertainment

Oliver Wilson

European Tour

Social Hub

To know more about Tata Communications work with the European Tour, please click here

Interact with other fans & participants through social media using #innovationhub

Read what Tata Communications has to say on new technologies

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