At this week’s Euro Tour stop, players must walk through Heineken tent to reach tee

If you thought the Waste Management Phoenix Open was a wild atmosphere, it may pale in comparison to what’s in store on the European Tour.

At this week’s tournament, Made in Denmark, players and caddies must walk through the event’s Heineken Lounge in order to reach the 14th tee.

? First video for the @EuropeanTour!

And what a topic to cover – this is going to be a BRILLIANT player / spectator experience.
I’ve not seen anything like it before!

❓What do you think? ?? or ???

pic.twitter.com/3Khi15v8wM

— The Jazzy Golfer (@thejazzygolfer) May 22, 2019

As you can see from the video above, it’s no short stroll! And come the weekend, the atmosphere is sure to rival the Hofbrau tent at Oktoberfest.

The extra fun-factor the tent brings should be no surprise. In addition to employing a savvy social media strategy that focuses on videos with viral potential (see: the ace challenge, pros pranking each other, high-profile names engaging on silly topics, etc.), the European Tour has gained a reputation for staging some innovative player and spectator experiences. At last year’s Made in Denmark event, six free beers were up for grabs any time a player managed to hit the green on the par-4 12th hole. During that same tournament, the 15th tee was surrounded on three sides by a hospitality lounge.

Back in 2016, a rooftop tee box made its debut in Turkey. Other forward-thinking events like the GolfSixes and Shot Clock Masters have endeavored to widen the Tour’s audience and engagement. Will this week’s offering be a hit? We’ll have to wait and see.

Notable names competing on the European Tour this week include Lucas Bjerregaard, Andrew “Beef” Johnston, Edoardo Molinari, Lee Westwood, Thorbjorn Olesen, Victor Dubuisson, Matt Wallace, and Thomas Pieters.

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