The Evian Ladies European Golf Tour has appointed Robin Gibson as its commercial director.
Gibson, who joined two weeks ago following a stint as European marketing manager for Taylor Made Adidas Golf, replaces Richard Masters who joined the Football League earlier this year.
Gibson says he plans to make golf the “top European sport for women”. He believes the sport has a rosy future if it focuses on a younger, contemporary image and trendy new stars such as Paula Marti, 21, as well as established stars, such as Laura Davies.
Gibson says: “Paula is what the sport needs. She’s a rookie who has already won two tournaments. She’s young, good looking, has got a pierced belly button and can hit the ball miles – she’s one tough cookie.”
According to research by Evian Ladies European Golf Tour, the sport has a core following of upmarket females aged 35 and upwards, with a secondary audience of younger females.
Gibson adds: “There is a real gap in the market for women’s sport in Europe and we want to take advantage of that. I believe we can make golf the top sport for women in Europe.”
The 2001 Weetabix Women’s Open at Sunningdale takes place at the start of next month with £1m prize money on offer.