Hero Motocorp extends Hero Challenge for European tour

Hero MotoCorp Ltd has reaffirmed its commitment to innovation on the European Tour by extending the ‘Hero Challenge’ by another three years and to three marquee events.

The exciting night-golf event made its debut at last year’s British Masters supported by Sky Sports, when the stars of the European Tour battled it out on a sudden-death shoot-out hole under floodlights and in front of 3,000 fans.

Frenchman Alex Levy overcame Sweden’s Alex Noren in the final of what was the first in a series of new and innovative formats introduced by the European Tour in the past 12 months and, following on from that initial success, the format is now set to expand.

The Hero Challenge will mark its return this year with three editions, firstly at the Aberdeen Asset Management Scottish Open at Dundonald before returning to the British Masters supported by Sky Sports at Close House and then finishing at the DP World Tour Championship at Jumeirah Golf Estates in Dubai.

Keith Pelley, Chief Executive Officer of the European Tour, said, “We are delighted that Hero MotoCorp, through the vision and commitment of Pawan Munjal, have shown such incredible support not only for the European Tour, but for our desire to bring the game of golf to new audiences through innovation.

“We firmly believe in the direction we are taking and it is clear that Hero share that belief. The inaugural Hero Challenge was a terrific success at the British Masters last year and led the way in terms of innovative concepts for ourselves at the European Tour.

“We very much look forward to three Hero Challenges this year which will greatly enhance three already special weeks on our schedule and I am sure that the golf fans in Scotland, England and Dubai will thoroughly enjoy watching their favourite stars in action in this exciting format.”