New data reveals the Rory McIlroy effect on DP World Tour's 'Back 9'

The Rory McIlroy effect is laid bare in new data released by the DP World Tour. 

The season concluded in dramatic fashion last Sunday with Matthew Fitzpatrick prevailing over his Ryder Cup teammate, McIlroy, in a play-off at the DP World Tour Championship. 

New data shows that the final 11 tournaments, comprising the Back 9 and the DP World Tour play-offs enjoyed impressive growth in fan engagement across broadcast viewing figures, spectator attendance and social media engagement. 

Across the 11 tournaments, the average viewership on Sky Sports in the United Kingdom increased by 16 per cent compared to 2024. 

Particular highlights include the Amgen Irish Open, which recorded the highest ever peak viewership on Sky Sports for a DP World Tour event. 

McIlroy won his national open for a second time in September, prevailing over Sweden's Joakim Largegren in a play-off after making an electric eagle on the 72nd hole to extend the contest. 

It was his first victory since winning the career grand slam in April at The Masters. 

Elsewhere, the DP World India Championship recorded the largest ever average viewership on Sky Sports for a tournament in Asia (excluding the UAE). 

McIlroy also played in India for the first time as a professional. 

The season finale in Dubai, the DP World Tour Championship, also saw a 39 per cent increase in its average viewership, and a 92 per cent increase in its peak viewership, versus 2024. 

This momentum follows on from a successful 2025 Ryder Cup in New York, where Sky Sports record its highest ever weekend viewership of 8.8million. 

In the United States, the average viewership on the Golf Channel increased by 35 per cent for these 11 events compared to 2024. 

Key highlights include the Betfred British Masters hosted by Sir Nick Faldo, which had an average viewership increase of 143 per cent, and the Amgen Irish Open increased by 193 per cent. 

Spectator numbers have also increased, with attendance for these 11 events up by two per cent compared to 2024, and up by seven per cent versus 2023. 

In total, more than half a million spectators attended these tournaments this year. 

The Tour's digital channels also experienced strong growth during the Back 9 and the DP World Tour play-offs in 2025 compared to the same period in 2024. 

Total video views on TikTok, YouTube and Instagram increased by 34 per cent. Impressions across all social media channels increased by 47 per cent, and engagements increased by 54 per cent. 

Page views on the DP World Tour website also increased by 10 per cent during the period. 

"The DP World Tour is enjoying a period of unprecedented growth in our fan base around the world," said Guy Kinnings, chief executive officer at the DP World Tour. 

"As golf's global Tour, we provided a platform for competitors from 41 nationalities to play events in 26 countries this past season and golf fans are increasingly drawn to the diversity we offer week in, week out.

"Whether it was during our five global swings, the Back 9, the DP World Tour play-offs, or our flagship Rolex Series tournaments – we managed to capture fan engagement at an unprecedented level. 

"In addition, at a time when many sports are struggling to retain viewers on traditional linear television, it is pleasing to see that we are bucking this trend and growing our viewership."