Golf: Omega European Masters not in crisis

Published27. August 2024, 13:42

The Crans-sur-Sierre golf tournament, part of the European circuit, is in great shape. This year again, there will be a big field on the Haut Plateau, from September 5 to 8.

The Severiano Ballesteros course has a bright future ahead of it. Thanks to the Masters that take place there every year, the holes are modernized, the greens are pampered and spectators can be more and more comfortably seated to watch the golfers practice their trade there once a year. This September, they will be able to admire the swings and putts of the regular Miguel Angel Jimenez (34th participation), but also of the Swede Sebastian Söderberg, the Briton Matt Wallace, the Danish twins Nicolai and Ramsus Højgaard, or even the double winner Matthew Fitzpatrick.

A rare thing in the world of events in French-speaking Switzerland, or even Switzerland, the Omega European Masters is not experiencing a crisis. Its 77th edition is taking place in peace, because the main partner has a long-term contract, to which is added a host of other sponsors who are more or less financially interesting, but devilishly important at all levels. “There are more than a hundred partnership contracts in all, ranging from 4,000 francs to… much more,” laughs Yves Mittaz, the emblematic director of the Valais tournament.

“Once again, we are privileged,” he explained Tuesday, in a new hotel on the square. “We worked very well, we sold the tickets very well.” (editor’s note: the grandstand tickets for Sunday are already all gone) and we have a lot of loyal sponsors. The luck we have here is that we have a project that people like. The budget is covered, you just have to spend the money well. And it’s easier to pay it out than to look for it…” We also had to digest, like many, the change from Credit Suisse to UBS, the second most important sponsor of this Masters.

“There is a budget to cover of 12 million each year,” continues Mittaz. “And without a main sponsor… In the world of golf and the European Tour, few companies commit as long as our title partner. It’s a relief for us. At the start of the discussions, at the beginning of the century, it wasn’t so simple and, at the end of the first contract, Omega had decided to stop in 2005. We then managed to get this partnership back on track and such support is exceptional. The last contract, we didn’t even read it. I was just shown where to sign. Everything is based on trust.”

Because his tournament is a little more than just a golf competition. In the words of the man who has been at the head of the event for 37 years: “At the end of the day, we are not just putting on a golf tournament. It is a real experience to be had. Put the world No. 1 in a clubhouse in Switzerland and few people will recognise him. People come to Crans-Montana primarily for the event. That is our strength, and that is why it works. Here, it is a different tournament.”

“It is no longer a more selective or difficult course, but an update of the course,” explains Pascal Schmalen, the boss of the local Golf Club and former professional player. “We consulted an architect and players from the European Tour. For a club like us, having a tournament that has invested more than 20 million francs in our course is inestimable. If this sum had to come from our members, it would have been simply impossible. Doing this for a mountain golf course is not commonplace and especially not obvious.”

Like everything in life, the Crans-sur-Sierre tournament is bound to evolve, otherwise it will become boring. The Valais organisers have understood the concept well and are pleased to have invested in the competition’s infrastructure very early on. This year, two greens, on holes Nos. 10 and 17, have been transformed. A new area for the public has also been set up on the latter, in order to “improve the customer experience”, as they say in 2024. “We have to show our partners that we are making progress, otherwise people will get bored”, concluded the boss.