Saadiyat Beach Golf Club made history hosting Abu Dhabi’s first Ladies European Tour (LET) event and inspiring a generation with empowering #WomenOnCourse campaign.

Gary Player’s oceanfront masterpiece, Saadiyat Beach Golf Club, welcomed the Ladies European Tour to Abu Dhabi for the first time ever earlier this month, with the inaugural Fatima Bint Mubarak Ladies Open (FBMLO). Organised by Fatima Bint Mubarak Ladies Sports Academy (FBMA) in cooperation with Abu Dhabi Sports Council (ADSC), the event venue has gone far beyond presenting pristine fairways, inspiring a generation of women with a unique social media campaign.

Keen to be more than just a host venue for the Ladies European Tour, Saadiyat Beach Golf Club sought inspiration from the tournament’s organisers who are committed to encouraging Emirati Women to participate in all aspects of sports through sport education, training and competition. Recognising the opportunity to support this, Saadiyat Beach Golf Club created #WomenOnCourse, a unique interactive campaign to discover ‘what makes women great’.

Throughout the tournament week, eventual FBMLO champion, Beth Allen certainly showcased ‘what makes women great’. With undeniable skill, determination and drive, Beth posted four sub-70 rounds including a phenomenal final round of eight-under, to tie the course record and post a 21-under par winning total. Fighting off fierce competition from England’s Georgia Hall and Melissa Reid, Allen secured her place in history as the first-ever LET winner in Abu Dhabi.

Beth Allen said of the historic week:

"This is really special, it's so amazing to win an event that's taking place for the first time, especially in a place like this that is supporting women in sports.
“This course is fantastic and we've been treated so well. I was feeling really relaxed and having such a great week. It really helped me play well. I'll certainly be coming back over and over and over."

Clinton Norris, Sales Manager, Saadiyat Beach Golf Club said, “The FBMLO has been a milestone event and we’re thrilled at the response our #WomenOnCourse campaign has received. With support from truly inspirational and influential figures including many of the players, our designer, Gary Player and the tournament’s guest of honour, Annika Sorenstam, we’ve been able to reach and inspire more Emirati women than we could have hoped to.”

#WomenOnCourse activities ran throughout the tournament week, inspiring a generation of Emirati women to not just consider taking up golf but to have the confidence to be great in all that they choose to pursue. One key activation that took social media by storm was the ‘in one word’ activity where players and spectators alike were tasked with describing in one word what makes women great.

World Golf Hall of Famer Annika Sorenstam was joined by her fellow Swede, LET Star Camilla Lennarth, to share their word; ‘family’, whilst Melissa Reid and inspiring Emirati, Sara Al Nowais, declared ‘perseverance’ and ‘passionate’ as their words. The activity was documented across Saadiyat Beach Golf Club’s social media channels throughout the tournament week and with exceptional support from the players, golf fans and wider social community, the campaign has now reached more than 2 million people.

A video which has already amassed tens of thousands of views, has been produced to capture the inspiring activation; see for yourself ‘What Makes Women Great’ by clicking; #WomenOnCourse

With serious momentum, the #WomenOnCourse campaign continues. To get involved and share your thoughts on what makes women great, visit @SaadiyatBeachGC on Twitter and @SaadiyatBeachGolfClub on Facebook.

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