Saudi Golf Federation CEO Majed Al-Sorour announced during a panel at the Future Investment Initiative (FII) here that Saudi Arabia would play host to a Ladies European Tour golf tournament in March 2020 with some of the biggest names in the golf industry debating an exciting new direction for the sport in the Kingdom. Al-Sorour made the announcement on stage at the FII alongside four-time major champion and World Golf Hall of Famer Ernie Els, Ladies European Tour professional golfer Camilla Lenarth and Keith Pelley, CEO of the European Tour. Al-Sorour said that the expansion of golf will attract "a lot of people — the sky is the limit," to Saudi Arabia, alongside other tourism and entertainment projects such as Qiddiya, a new city dedicated to entertainment and sport being built outside Riyadh. "It's absolutely great to have an event here, it's a positive change, and I love being part of that," said Lenarth, adding "I can't wait to come over here and play and hopefully help growing the game for women." "It's just really positive to be over here playing next year," she added. The European Tour held its first tournament in Saudi Arabia earlier this year in January, with American professional golfer Dustin Johnson taking home top position. Hosted by Robbie Greenfield at the Ritz-Carlton, the illustrious speakers debated where they saw golf going and the role that such a dynamic new market as Saudi Arabia could play in driving change for the game — both globally and in the Kingdom itself. "As a professional golfer we are lucky to be able to travel the world and see some exciting places, but few opportunities have excited me as much as Saudi Arabia," said Els, a two-time Open Champion. "Not only is the project here more ambitious than any I have ever been part of, thanks to the capital investment available and the global partners involved, it has every chance of succeeding. This is not a pipe dream; it is a very near reality. I cannot wait to see what Golf Saudi achieves." The South African was joined by Pelley who, since taking the helm at the European Tour in 2015, has championed a more forward-thinking and innovative approach to engaging fans around the globe. He said: "Golf is a global game and there are few better examples of that than Saudi Arabia. Its passion and belief in the power of the sport to have a positive effect on its people is inspiring and everything we at the European Tour believe too. "We are committed to driving golf further, whether via expansion into new markets, such as here, or exploring new ways to play tournament golf. In Golf Saudi we have an ambitious and committed partner and we look forward to working together." "Golf is a central pillar to the Kingdom's wider Vision 2030, and we are committed to developing a product that works for everyone — both Saudi nationals and international visitors," said Al-Sorour. "By partnering with some of the game's most iconic names, our commitment to invest almost $1bn will, we hope, see the creation of a global golf community to rival anywhere in the world. Developing talent, on course and off, that will represent Saudi Arabia with pride at home and, eventually, around the globe." Rounding out the panel was Lennarth, who had some very clear hopes for the game, both in its immediate future and within Saudi Arabia itself. She said: "Women's sport is a hot topic right now and one I am very passionate about. It is therefore exciting to see Golf Saudi be as committed to developing the game — for both men and women — as it is. The Kingdom has already taken strides to open itself to the world and in doing so it has also shown a more progressive approach to women's rights. "There is still work to be done, but by being here, I hope to help drive that change from within and believe golf has the power to do that." — SG
