The Ladies European Tour is leading the way in experimenting with the way golf is consumed. The 2015 Turkish Airlines Ladies Open, to be played at Carya Golf Club (pictured) from Sunday 17 May to Wednesday 20 May, is the first tournament on any major golf tour to finish on a Wednesday.
The pioneering move is one of a tranche of innovations aimed at boosting the profile of the sport both on television and at the event and has been met with enthusiasm from broadcasters and commercial partners.
Breaking with the traditional Sunday finish will ensure that the tournament receives extended live television coverage on Sky Sports and Golf Channel and will be watched in 60 countries worldwide. There's also record prize money of 500,000 euros up for grabs, an increase of 100 per cent on 2014.
The story comes after the LET recently announced a new ten-year deal with premier watchmaker Omega, and a lucrative extension to its broadcast deal with Sky Sports in the UK.
LET players including Dame Laura Davies have welcomed the move:
"I think it’s a great idea, a great innovation, because we get live TV, which we crave for. We don’t get it, the men get it. It’s awkward, because if you play both tours like I do, you miss two tournaments. It’s hard to miss two for one. For the European players it’s great because if it happens more and more the TV coverage would presumably up the profile and it would help everything, so it’s a very good idea."