Dubai Ladies Masters raises global media value Alexis Thompson's triumph contributed to phenomenal success

The 2011 Omega Dubai Ladies Masters, won by US teenage sensation Alexis Thompson, generated a massive global media exposure giving ‘golf in Dubai’ and ‘Brand Dubai,’ in particular, a massive boost.
Held under the patronage of Her Royal Highness Princess Haya bint Al Hussein - wife of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai - the season-ending event of the Ladies European Tour played from December 14 to 17, reached millions of homes of worldwide, producing Global Media Value worth Dh382.5 million – a whopping 466 per cent increase in value since the inaugural edition in 2006.



In addition, commercials produced by CNN International in the run up to the event, reached over 170 million households and hotel rooms across Europe, Africa, the Middle East and Asia Pacific, bringing an unprecedented level of promotion to the euro 500,000 (Dh2.5 million) tournament, which has become the torch-bearers for ladies golf in the region.

The independent statistics, provided by Ladies European Tour, clearly shows ladies golf, once considered alien to the sporting fabric of the nation, has become very much part of Dubai’s vision in putting the Emirate on the sporting map, thus enhancing the Emirate’s image as an Arab city with “an international spirit and sensibility.”

Promoted and organised by ‘golf in Dubai,’ an event management company that operates under the umbrella of the Dubai Investment Corporation, the Omega Dubai Ladies Masters has grown in stature and popularity over the years, thanks to the regular participation of the world’s leading players, making it the 'Ladies Major of the Middle East'.

The tournament 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 the Emirates Golf Club to watch the proceedings, a healthy figure considering ladies golf is still new to the region.

The stunning victory of Thompson, who at age 16 years, 10 months and seven days, became the youngest professional to win tournaments on both sides of the Atlantic, greatly contributed to the phenomenal success of the tournament as the “breaking news” was splashed all over the newspapers and news sites in the United States of America.

Also included in the field were a slew of other LPGA stars, led by Michelle Wie and Christina Kim who joined Britian’s all-time great and golf in Dubai ambassador Laura Davies, Melissa Reid and Sophie Gustafson and a host of other top-draw from the Ladies European Tour, giving the tournament truly a global look.

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

“The facts provided by the Ladies European Tour amply confirm the Omega Dubai Ladies Masters was well received on the international circuit and contributed immensely in showcasing Dubai’s attractions to the world,” said Mohamed Juma Buamaim, vice-chairman and CEO of golf in Dubai.

“We strive and 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 and I would like to especially thank the title sponsor, Omega, for their association. In fact, we have a great family of partners and patrons, and we value their support in raising the profile of the event.

“We feel proud and privileged to be part of a tradition that began in 2006 with the winner’s trophy serving as ladies golf’s one of the 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.”