Creative Technology (CT) has been appointed approved supplier to the PGA European Tour, in recognition of their long-term engagement.

CT first became involved in professional golf over 30 years ago. Since then, the company has steadily built its relationship with the Professional Golf Association’s European Tour, providing AV technology at numerous tournaments throughout Europe, the Middle East and into Asia and Australia.

The world-renowned European Tour, headquartered at Wentworth in Surrey, manages all the premier golf tournaments across Europe and the Middle East. Alongside numerous iconic events including the BMW PGA Championship and DP World Tour Championship in Dubai, the European Tour also manages the Ryder Cup on its 4-yearly visit to Europe.

Dave Crump, CEO of CT in Europe & the Middle East commented: “Creative Technology has a long, proud and successful relationship with golf in Europe, providing LED screens to around 40 events per year and having been involved in every European Ryder Cup since 1985.”

LED screens have historically been the focus of CT’s supply and whilst this continues, there has been a significant shift in priority in recent years. Golf is one of the most challenging sports to support with large screen displays, as it typically played in full daylight and ideally bright sunlight.

This means screen brightness and contrast is crucial, coupling this with a requirement to display high density graphical data and TV images which typically include a tiny white ball on a uniform green background, which means the selection of display technology is crucial.

Recent developments have allowed smaller pitch outdoor screens to achieve satisfactory brightness, contrast and uniformity, meaning higher density data can be displayed on smaller and consequently more localised LED boards.

This in turn creates more opportunities and consequently demand for bespoke graphical information in addition to the broadcast images and TV graphics.

CT’s package at every European Tournament now includes a sophisticated TV production and content solution integrating data from scoring and other sources with a combination of locally produced imagery interjected into the European Tour Productions World Feed.

Richard Smith, account manager at Creative Technology commented: “As with any live sporting event, there is a massive drive to enhance the experience for spectators, bringing them closer to the action. In particular, the last couple of years have seen an emphasis on integrating more data and statistics into our service. We are now developing animated graphics to display easily digestible facts and figures in an engaging way to fans. Working alongside the Tour over the past 11 years I have seen an incredible change in how we utilise technology in our service.”