A Prolific Partnership: IMG’s Long Term Commitment to Repositioning Riffa Views as a World Class Golfing Destination
IMG’s long standing relationship with Riffa Views Golf and Residential Development Company in the Kingdom of Bahrain has culminated with the announcement of the inaugural Volvo Golf Champions, a European Tour sanctioned tournament. IMG’s successful mastery of the drive to raise Riffa Views’ profile is an excellent demonstration of the unrivalled and comprehensive solutions IMG consistently delivers to clients.
Riffa Views, a development consisting of 1000 luxurious residential villas with outstanding amenities, engaged IMG’s Golf Advisory Services to review the existing golf offering and analyse the sustainability of a major golf project in the Kingdom. In addition, IMG was tasked with creating golf events which would serve to showcase Riffa Views to the world. IMG’s Comperio Research highlighted the market appeal for a bespoke golf tournament, to be followed by a European Tour event in the future.
IMG introduced client and 2010 Ryder Cup Captain, Colin Montgomerie, and European Golf Design (EGD), a joint venture between IMG and the European Tour, to the project. Jointly, they re-designed the championship course, and created a 9 hole “Wee Monty” Course to cater for the developing Bahraini golf market. “The Montgomerie” opened in 2008 with the star-studded Riffa Views Invitational. Hosted by “Monty”, this 3-day sports and entertainment spectacular attracted top golfing talent including Michael Campbell, Retief Goosen and Camilo Villegas, along with international sports stars Boris Becker, Sir Steve Redgrave and Kapal Dev to Riffa Views. The Invitational culminated in a SKINS four-ball with each professional competing for their chosen charity. In implementing this event, IMG boosted Riffa Views’ real estate sales, maximized media exposure and created a unique hospitality experience. European Tour Productions produced a 72-minute highlights programme of the SKINS event, which reached 225 million homes worldwide.
Subsequently, and in conjunction with title sponsors, Volvo, IMG created a new European Tour event to ensure that Riffa Views became one of the world’s most covetable golfing destinations. The Volvo Golf Champions will host a world-class field each year. IMG client and course designer, Colin Montgomerie, was the first player to confirm he will take part in the 27th – 30th January 2011 tournament. As promoter, IMG plays a pivotal role in securing sponsorship, producing and distributing television programming, managing on-course branding and hospitality for the competition.
In addition to golf projects, Riffa Views also harnessed IMG’s expertise to the development of a world class tennis academy. IMG reviewed the Tennis Academy and its sustainability within the current market, and made recommendations on marketing, PR initiatives, and branding in association with ambassador, Boris Becker.
In addition to its worldwide network of sporting contacts, IMG brought its extensive knowledge of every practical and commercial aspect of sport to the Riffa Views project. Consequently, IMG successfully re-positioned the development as a premier golfing destination and world class tennis facility, proving to be the ideal partner for Riffa Views in their quest to create an iconic golf course and maximise commercial returns from the development. IMG looks forward to maintaining a long and prosperous partnership with Riffa Views by preparing for the 2011 Volvo Golf Champions alongside Volvo and the European Tour.