Tiger in Europe
Tiger - boost of UK and Irish economies

The presence of Tiger Woods in the UK and Ireland during the next three weeks - he arrives in London today for the HSBC World Matchplay which starts on Thursday - is expected to boost the golf economy by an estimated £170million, according to a new report.

As well as competing at Wentworth - Woods plays fellow American Shaun Micheel in the opening round - he plays in the Ryder Cup against Europe at the K Club next week (September 22-24) and in the American Express World Golf Championship, at the Grove, near Watford from September 28-October 1.

Research carried out for HSBC by Professor Tom Cannon, Dean of Business at the University of Buckingham suggests Tiger will add tens of thousands extra spectators to the three venues, boost ratings for radio and television coverage by at least 25 per cent and generate millions in sterling and euros through tourism, hospitality and sponsorship.

He also suggests the Tiger effect will drive potential golfers to try the game for themselves and even join clubs.

"The size and reach of the Tiger economy is remarkable," says Prof. Cannon. "We estimate the total value on the core golf economy to be as high as £170 million. Drawing these figures together gives an astonishing picture not only of the impact of a single, outstanding sportsman but of the growing power and influence of sport and the sporting celebrity."

Already the HSBC event in which 16 of the world's top players have qualified through a series of tournaments and by collating points, has attracted huge interest and a 60 per-cent increase in advanced ticket sales.

Giles Morgan, HSBC's head of sports sponsorship and marketing reveals: "The tournament is set to break its 42-year attendance record after selling an unprecedented number of advance tickets. Tiger Woods' participation is obviously great news for our event, but also indicates that Tiger's appeal goes far beyond what happens on the course and has positive economic and social impacts in the countries where he plays."

Hot facts from the report:

*Tiger's participation is expected to encourage an additional 60,000 spectators to attend the three major tournaments generating an extra £4.2 million in ticket sales and related visitor costs such as car parking.

*Sponsorship and hospitality could generate an additional £3.6 million, including £500,000 in advertising spend as companies take advantage of Woods' participation, and £500,000 in travel and accommodation generated through additional spectators.

*Conservative estimates suggest Tiger could inspire 700,000 golfers (club members and occasional players) to play an extra round of golf bolstering green fees by £14 million.

*The 'Tiger Effect' could see sales of golf equipment and clothing increase by an additional £27.5 million.

*Media coverage of the tournaments (TV and radio) is likely to be worth £52.3 million as Tiger's appearance continues to generate record audiences.

*The anticipated value of press coverage is valued at £36 million.