Lee Westwood, host of the 2017 British Masters, stepped on to the hallowed turf of St James’ Park this weekend to take part in a Provision Events designed putting challenge. Magpies’ legend Andy Cole joined Westwood as they put their short game to the test in front of 52,000 Newcastle United fans at half time in their Premier League match against West Ham United. The pair took it in turns to putt down the 20 metre long surface in front of the dugout, which had been designed and installed for European Tour by Provision Events, the sponsorship activation specialists.

Taking up the challenge on the British Masters branded surface, Westwood and Cole holed ten putts between them winning lucky crowd members 10 pairs of free tickets to the event at the North East’s Close House at the end of September. Speaking with Europeantour.com after the event Westwood commented, “We got a great reception from the fans and thankfully we managed to win a few tickets for them as the hole looked pretty far away when were out there on the pitch! The north east region has really been getting behind the British Masters and hopefully some of the Newcastle fans will come along and support us next month at Close House.”

British Masters Promotion at St James’ Park
British Masters Promotion at St James’ Park

Provision Events will also take centre stage when the main event starts on 28th September. The Isle of Wight based company will provide a unique visitor experience in conjunction with Europe’s leading golf retailer American Golf. Every visitor to the event will have the opportunity to test their game with a series of special challenges designed to make the British Masters a truly interactive experience, a prospect that has Provision founder and Managing Director Nick Clemens excited. “It’s really satisfying to see activities come together like the one we provided at St. James’ Park. It gives us the opportunity to showcase what can be done to elevate an event sponsorship and allow the public to engage with a brand. As we move on to the British Masters itself we can’t wait to see how the North East’s golf lovers respond to what we’ve created for the European Tour and American Golf. It’s the perfect example of what we can bring to a first class event.”

The next phase of Provision’s sponsorship activation with European Tour will be at the British Masters, in conjunction with nationwide retailer American Golf. For more information on attending the event and taking part in one of the many experiential activities please see www.europeantour.com