The concept has been launched with the European Tour’s partner and official timekeeper of the tour, Rolex.
As the scope of the European Tour expands around the world, golf fans will be brought closer than ever to professionals on the world’s best courses thanks to enhanced television and digital production as well as increased hours of coverage distributed worldwide.
The 2017 Rolex Series will begin in May with the BMW PGA Championship at Wentworth Club in England and will be followed by two tournaments in July 2017; the Dubai Duty Free Irish Open hosted by the Rory Foundation at Portstewart and the Aberdeen Asset Management Scottish Open at Dundonald.
The fourth tournament of the Rolex Series will be the Italian Open at the Olgiata Golf Club in Rome in October 2017 while the final three Rolex Series events will be in November 2017, comprised of the Turkish Airlines Open at Regnum Carya Golf and Spa Resort; the Nedbank Golf Challenge at Sun City in South Africa and the DP World Tour Championship, Dubai at Jumeirah Golf Estates.
Keith Pelley, chief executive of the European Tour (pictured on right) said: “We are delighted to unveil the Rolex Series today and we are committed to developing and building on it over the coming years.
“The Rolex Series will celebrate the highest quality of golf and the international spirit of the game; values that Rolex and the European Tour strengthen with this announcement. We are tremendously proud to have Rolex as our partner in this exciting new venture and we thank them for their continued support.”
Arnaud Boetsch, director of communication and image for Rolex said: “It is with great enthusiasm that Rolex will reinforce its longstanding partnership with the European Tour by supporting the Rolex Series, an innovative advancement in professional European golf.
“Rolex has enjoyed a unique alliance with golf for over fifty years and this is the most recent development of Rolex’s enduring commitment to the game.
“Across junior, amateur and elite levels, Rolex is devoted to golf’s development worldwide, and we look forward to being a part of the flourishing future of The European Tour.”