Even sans fans, the 14th edition of Dubai’s annual Ladies European Tour stop will have a reach like never before

By Kent Gray
Before you can shine, you must pivot. And then pivot some more.

The $285,000 OMEGA Dubai Moonlight Classic will be a vast improvement on last year’s inaugural staging of the 54-hole Pro-Am format and, in the same breath, unlike 2019, indeed any of Dubai’s 12 previous Ladies European Tour stops at Emirates Golf Club.

After feedback from players, sponsors and fans, Tournament Director Simon Corkill and his team have ticked off just about every item on their “can-improve” list for 2020 including a shift from May to November and the addition of significantly more action under The Faldo’s bright LEDs to accentuate the unique floodlit part of the distinctive day-night event.

And then a pandemic changed everything. First the family-friendly tournament village with food trucks, get into golf activations, yoga and industry engagement had to go. Despite planning for every thinkable eventuality, it soon became inevitable that fans on The Faldo wasn’t going to be possible either.

Pivot. Re-imagine. Improve. Come November 4, the biggest 2020 upgrade will be discovered by fans flicking channels and discovering golf’s most innovative pro format. Budgets have been redirected to ensure the sizzle of the tournament and Dubai’s unique golf offering is sold to the world via the small screen. After this global black cloud, the silver lining has come in the form of three hours of live coverage each day on the small screen, including Dubai Sports Channel for those watching in the UAE. Indeed, the LETs finest, The Faldo and the layout’s spectacular after-hours Marina backdrop are set to be beamed to a potential 348 million households in 60 countries. There’s also a two-minute highlights package set to be distributed to 180 countries.

It’s an impressive mainstream media reach but tournament organisers have doubled down by luring Lancashire teaching professional cum content creator Peter Finch to Dubai to gain direct access to his near 600,000 followers across Youtube, Instagram and Facebook. In addition to his daily series of videos to promote the tournament, venue, players and sponsors, fellow “golf influencers” The Jazzy Golfer and Olivia Cooke will be on-site to speak to a wider audience.

The priceless experience for 168 amateurs, who get to play 36 of the 54 holes alongside one of the 54 LET/LPGA Tour stars and two invited amateurs on show, shouldn’t be diminished either. In many ways, the fans have simply moved from outside to inside the ropes.

Kudos too to Corkill who has assembled a stellar cast, no cinch given how restrictive travel has become in the COVID-19 era. Spaniard Nuria Iturrioz is back to defend her title, former world No.1 Lydia Ko will make her Middle East debut alongside fellow major champion Georgia Hall while the 2018 Women’s British Open winner’s Solheim Cup compatriot Charley Hull is another to watch. Throw in socially connected Muni Lee, rising LET star Julia Engström, reinvigorated Welshwoman Amy Boulden and world No.9 ranked Aussie Minjee Lee, and it seems there will be a worthy winner to add to Dubai’s a stellar roll-call of champions.

This is a different time and sans fans, this will be unlike any previous edition. But everything that could be done to promote the event and Dubai Inc. has been done. It’s show time. Lights, TV cameras and great action guaranteed. It’s #TimetoShine.