Ryan Howsam, Chairman of Legends Tour: Exclusive Interview

The reality of generating profits from operating a golf tour is quite challenging. Whether we examine the PGA Tour or the DP World Tour, a significant portion of the revenue ultimately gets distributed back to the players. This system, while essential for the players’ livelihoods, makes it difficult for tour operators to see substantial financial returns. To navigate this challenge, we are adopting a broader strategy that encompasses various innovative ventures.

We are excited to announce the upcoming launch of our first Legends Tour Resort, a groundbreaking project valued at an impressive £600 million. This resort will not only provide a premium destination for golf enthusiasts but also create a hub for various golf-related activities and experiences, thus enhancing our brand visibility and engagement with fans.

In addition to the resort, we are actively exploring opportunities for branded academies, real estate developments adjacent to renowned golf courses, and even launching our own apparel lines. Our goal is to establish a comprehensive ecosystem around the tour that leverages diverse revenue streams, extending far beyond traditional tournament earnings. This multifaceted approach aims to enhance the overall experience for players and fans alike.

The conversation surrounding professional golf, particularly in the men’s circuit, has predominantly revolved around prize money and the staggering earnings of players. However, we must ask ourselves: are audiences starting to tire of the relentless emphasis on financial gains? It’s essential to consider whether the focus on monetary aspects might overshadow the sport’s rich history and tradition.

While there’s no denying that substantial financial investments exist within professional sports—evident in football and Formula One, for instance—I don’t believe that the public is necessarily disillusioned by it. Fans appreciate the spectacle and competitiveness that large sums of money can generate, but it’s about finding the right balance in how we present these figures to the audience.

One of the primary challenges we face is ensuring that our tournaments remain commercially viable, especially with the emergence of competing entities like LIV Golf. The landscape is becoming increasingly competitive, which necessitates innovative strategies to attract sponsors and maintain viewer interest.

Since I took over the Legends Tour, we’ve made remarkable strides in enhancing our prize fund. It has grown from $3.9 million to approximately $8 million this year, and we are ambitiously targeting a $10 million prize fund for the upcoming year. This growth not only reflects our commitment to the players but also aims to elevate the prestige of our events on a global scale.

Looking ahead to 2030, we envision hosting 15 tournaments, each featuring a generous $2 million prize pool, in addition to the major championships. This is an ambitious goal, but we are diligently working to cultivate an ecosystem that will support this growth and ensure the long-term sustainability of our tour.

What is your experience collaborating with the Trump Organization?

My experience has been nothing short of fantastic. Eric Trump has been particularly supportive of our events, and the entire team at Trump Aberdeen executed a phenomenal job in hosting the PGA Seniors Championship. Their professionalism and dedication truly stood out, making the event a memorable experience for all participants.

Additionally, Donald Trump himself took the time to send a personal message to the players ahead of one of our tournaments, and he even called the winner afterward, which added a personal touch that was greatly appreciated. Regardless of one’s opinions about Trump, the individuals within his organization are exceptional, and they have proven to be invaluable partners for our initiatives.

Where do you enjoy playing golf, and do you have a favorite course?

In the UK, my preferred golf clubs are Wentworth and Beaverbrook. Wentworth serves as my home club, and I have a deep appreciation for the iconic West Course, known for its challenging design and picturesque scenery. On the other hand, Beaverbrook is a private members club located near Leatherhead in Surrey, and it offers a truly unique and special atmosphere that enhances the overall golfing experience.

During my time in southern Spain, I frequently play at Finca Cortesin, my home club in that region. Much like Beaverbrook, it possesses a distinctive charm that makes it a delightful place to play. The combination of stunning landscapes and top-notch facilities at Finca Cortesin truly captivates me, and I always look forward to my time there!

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