Rory McIloy led revival of Irish Open a stunning success

The rebirth of the Irish Open as one of the biggest tournaments on the PGA European Tour has been nothing short of remarkable.

If Rory McIlroy requires something like a miracle to retain the Race to Dubai title this week, it’s fair to say his involvement in the Irish Open – along with the arrival of Dubai Duty Free as title sponsors – is akin to turning a lame horse into a true thoroughbred.

After telecommunications company 3 switched from golf to soccer as its main sporting sponsorship following the Irish Open at Killarney in 2010, the tournament was on its knees and only survived from one year to the next with financial support from Tourism Ireland and the PGA European Tour.

That 2010 event had a purse of €3 million which was halved to €1.5 million in 2011, at which point the tournament was relegated to the financial level of events like the Trophée Hassan and the Johor Open.

The Irish Open had lost its lustre and, with no title sponsor, it was kept alive on a drip fed support of the European Tour, who recognised its worth, and an ever-dwindling financial input from the Irish government who seemed not to fully realise the marketing potential of global television coverage.

A look at the prizefund in the years after 2010 is informative, if only to underscore where the tournament – which next year will boast a minimum prizefund of $7 million – has come: in 2011, it offered a purse of €1.5 million; and from 2012 to 2014 inclusive it was €2 million; increased to €2.5 million in 2015 when Dubai Duty Free first came on board, and then to €4 million at The K Club this year.

Blue-chip tournaments

Now, as part of the new-look Rolex Series which provides a huge shot in the arm to the PGA European Tour and vindication too for the input of its chief executive Keith Pelley, the Irish Open is firmly re-established as one of the blue chip tournaments on the schedule.

The $7 million purse is a significant one for sure, but its move to a summer date immediately before the Scottish Open and a fortnight before the British Open means it also occupies a key date in the calendar that will likely have the bonus of attracting a stronger field with many PGA Tour players expected to add the Irish Open to their schedules.

The role of McIlroy, who assumed the role of tournament host for the Irish Open at Royal County Down in 2015, shouldn’t be underestimated.

Indeed, it was McIlroy’s caddie, JP Fitzgerald, who initially made the approach to Colm McLoughlin, the Galway native who is executive vice-chairman and CEO of Dubai Duty Free, about the possibility of assuming the title sponsorship.

That conversation led in turn to McIlroy and McLoughlin talking before it moved on to discussions with the European Tour.

Initially, Dubai Duty Free signed up for one year – Royal County Down in 2015 – before committing to a further three-year deal up to 2018 with the option to have a further two years after that up to 2020.

However, given the company’s association with the Irish Derby, the hope is that the commitment to golf will likewise be a long-term one.

Certainly, the tournament which was on its knees just five short years ago has been revived beyond all recognition. For that, the vision of McIlroy, Fitzgerald, McLoughlin and Pelley in transforming the tournament – and not only adding to its lustre but accentuating it – should be applauded.