The European Tour has been awarded a prestigious industry accolade after being crowned winners in the “Best Original Content or Series Under 10mins” category at the Hashtag Sports Awards 2021.
The European Tour won the award for Angry Golfers, a mockumentary-style video centred around an anger management therapy session. This piece was a rare example of athletes allowing their sense of humour to shine through. Angry Golfers reached more than 15 million people on European Tour social media alone, amassing nearly 5 million views and 580,000 engagements, becoming one of our most widely shared tweets ever.
Engagement is the most business-critical challenge facing the sports, media, and entertainment industries in the attention economy. Hashtag Sports benchmark effective engagement and showcase the ROI of investing in the fan experience. The annual Hashtag Sports Awards sees media executives, CMOs, athletes, entertainers, creators, producers, gamers, and storytellers all come together to recognise and inspire those who do this best on the biggest stage.
The nominees and winners of the 3rd Hashtag Sports Awards were selected by 80+ industry leaders and engagement experts across the global sports media and marketing ecosystem.
Speaking about the award win Will Pearson, Head of Content at the European Tour, said: “Over the last number of years, we have placed an emphasis on golf becoming an entertainment and content platform.
“We are lucky to have a very talented team of creatives and producers across European Tour and European Tour Productions who continue to produce clever, funny and relatable content that achieves significant reach, engages new audiences and authentically profiles commercial partners.
“Given the high calibre of organisations we were up against, to come away with an Award for Angry Golfers is a fantastic achievement for the team and our partners.”
