Following a period of exciting growth and innovation, the Legends Tour has added to its commercial team by making two new senior appointments.
Chris Long has taken up the role of Chief Commercial Officer following a decade spent working for CSM Sports & Entertainment as Managing Director for the motorsports team, while David Adams – formerly of The PGA – has been recruited as the new Head of Tour Business Development.
In his role at CSM, Long was accountable for sales and new business development across the motorsports business for EMEA and AsiaPac. The former Royal Bank of Scotland Group and IMG employee will be responsible for overseeing all revenue generation, including delivering new commercial partnerships for the Legends Tour and its owned tournaments, as well as retaining and renewing current partners of the tour.
Adams, who will work closely with Long to drive commercial results, brings a vast array of experience to his new position after a period spent working for The PGA as head of commercial, and almost a decade working across multiple commercial roles at Arsenal Football Club. He will be tasked with strengthening relationships with global tourism authorities as the Legends Tour expands its tournament schedule to new regions and countries.
Since being acquired by Ryan Howsam, Staysure Group CEO, in 2020, the Legends Tour brand has looked to become the home of golf for over 50s players, introducing unmatched playing experiences and taking the revamped Tour to stunning new golf courses and countries.
Internationally broadcasted around the world, the Tour’s rise has seen it offer both fans and partners even more with a whole host of top venues, brands, corporate hospitality offerings and playing experiences added.
Phil Harrison, Chief Executive Officer of the Legends Tour, said: “The repositioning of the Legends Tour has progressed significantly over the last couple of years, and with a substantial range of assets available, now is the right time to strengthen the team and monetise those assets, all while continuing to offer value to both our fans and partners.
“From unique playing experiences with Legends Tour player’s – including former Major winners and Ryder Cup captains – to direct to consumer activation onsite and via television and digital communications, our product is gathering momentum in attracting new sponsors and partners to the Legends Tour.”
The appointment of Long and Adams bolsters an already strong senior leadership team that includes Chief Operating Officer Mark Aspland, Chief Marketing Officer Keith Mitchell, and Operations Director Andy Blackwell.
With an ever-growing pool of high-net-worth individuals and those with disposable income enjoying Legends Tour playing and hospitality experiences, fans attending events across the world, and increased coverage across TV and other digital platforms, the Legends Tour is the perfect fit for potential partners.
Brands or agencies interested in partnering with the Legends Tour or wishing to hear more about partnership opportunities can contact Chris Long via email on clong@legendstour.com or Dave Adams via email on dadams@legendstour.com.