By Kent Gray
Indian businessman Sudesh Aggarwal dreamed the Emirates Amateur Golf League (EAGL) into reality with the goal of spicing up the stock standard corporate day. On the evidence of Sunday’s ‘Mini-Series’ dress rehearsal at Jumeirah Golf Estates – and social media since – the EAGL looks a winner for the region’s amateurs and as a business concept.

As with any new undertaking, there are wrinkles to iron out before the league proper launches in November but for a high-powered endorsement, look no further than Robert ‘Bobby’ Fiala’s Facebook page.

The Emirates Golf Federation Operations and Marketing Manager has a vested interest with the EGF officially endorsing the IPL-cricket style franchise league. But the comments from the playing captain for Team Emirati Players highlighted a key reason why Aggarwal’s gamble is set to fly – the live stream footage  from Fire has already begun circulating around the globe.

“…Pretty cool that my dad got to watch in [the] States on Father’s Day,” Fiala wrote of his father Tom.

“Team Emirati Players finished 2nd overall and probably my best nine holes of the year (+1). Looking forward to seeing how this type of format will continue to push the development of golf in the region and worldwide. Well done to all involved.”

Check out Fiala’s post here:

That’s a decent commendation and a far from shabby pitch into the Fire’s 18th green. Nice shot Robert!

As EAGL ambassador, Shiv Kapur was on hand to hit the ceremonial first tee shot. The Asian Tour winner and European Tour player reckons the day gave the players a genuine taste of tour life just as Aggarwal envisaged.

“I think it’s fantastic to be able to replicate what a proper tournament feels like,” said Kapur. “I was feeling some butterflies on the first tee, so I can imagine what the amateurs were going through; to be live on TV and the nerves that they feel, it’s very different from Pro-Am. The whole idea of EAGL was to give them the experience of pro tournaments for team competitions so it’s kind of like the Ryder Cup and a Tour event all in one.

“I have never seen an amateur golf [event] like this, not even professional golf across the world. The idea is that team golf is always more exciting than individual formats; the colourfulness, the uniforms, you are playing for a team, it’s a nine-hole shootout…It’s very exciting and I think it’s here to stay.”

Founder and CEO Aggarwal was relieved and happy to have pulled off such an ambitious project.

“It has been quite a challenging thing to do, with the course setup and managing everything, particularly being the first of its kind in the world in the amateur golf,” said Aggarwal. “But it has also been very satisfying and interesting. Everybody’s so happy, including the course management, they have never seen anything like it.”

For the record, MENA Golfers won the Mini-Series title by collecting 10 of a possible 12 points in the 9-hole dress rehearsal. Check out the highlights from Fire here:

If you’ve got some serious time to kill – or had a mate playing – here’s a full replay of the day, all 4hrs and 01min of it. Enjoy:

If you are interested in playing the EAGL from November, register at www.eagl.ae.

The post EAGL dress rehearsal leaves ‘everybody so happy’ appeared first on Golf Digest Middle East.

The ambitious Emirates Amateur Golf League (EAGL) has secured a live telecast of its June 20 EAGL Mini-Series event, a precursor to the world-first franchise-based league slated for a November start.

Dubai Sports Channel will do the honours covering the 9-hole dress rehearsal with experienced TV and radio broadcaster, Graham Clews, fronting the commentary from the Fire course at Jumeirah Golf Estates. International audiences will also have the opportunity to watch the telecast live through EAGL social media channels including YouTube and Facebook.

“Live broadcast is a very special part of our EAGL project, a unique selling proposition for us because no other amateur event like this has ever been broadcast,” said Sudesh Aggarwal, EAGL Founder.

“Given the wide expanse of the playing field, capturing live golf is a challenge. It’s a massive job to cover the golf course and then turn it around into a live feed. However, I am convinced that it will differentiate us from other amateur events and it will provide the professional-like atmosphere that we want all our players to experience.”

The team behind the EAGL including founder Sudesh Aggarwal (third from left).

The 9-hole Mini-Series tournament, which will be played as a par-36 over 3,397 yards on the Greg Norman-designed golf course, will provide a taster of what is to come later this year in the main EAGL event. On Sunday, eight four-man teams will be going head-to-head followed by a Golf Forum, Gala Dinner and prize presentation against the backdrop of the final round of the US Open from Torrey Pines.

To register your interest in the EAGL Series proper as a player, sponsor or team owner, please visit eagl.ae.

The post Dubai Sports Channel set to beam EAGL mini-series to ‘millions of fans’ in the UAE and beyond appeared first on Golf Digest Middle East.

Welsh Six Nations legend Mike Phillips has been named as one of the playing captains for this month’s Emirates Amateur Golf League (EAGL) Mini-Series on the Fire course at Jumeirah Golf Estates.

Phillips will lead the ‘European Seves’ in the June 20 event which is designed to showcase the ambitious new franchise-based amateur league slated for a November launch.

The one-day event will give the eight four-man teams a taste of the ‘tour pro experience’ the EAGL is promising later in the year. The event will be capped with a gala dinner and prize presentation, as well as a special UAE Golf Industry forum. This against the backdrop of the final round of the U.S. Open although the participants may be more interested in a reply of the two-hour live broadcast of the Mini-Series being promised for social media channels.

The brainchild of Dubai-based businessman Sudesh Aggarwal, the EAGL will offer businesses and individuals the opportunity to own a team franchise in a business model similar to that of the IPL.

“Our vision is to give a new dimension to amateur golf in the UAE and create a tour that is at a different level to those in other countries,” said Aggarwal. 

“The franchise model has not been seen before in golf and we are excited to be able to showcase this new approach. The series will create a business proposition that benefits corporates, investors and team owners in enhancing their marketing efforts through multiple event channels and on and off-course branding opportunities as well as providing a platform for a truly world-class networking experience.”

The series proper, which is officially sanctioned by the Emirates Golf Federation (EGF) and backed by the Asia-Pacific Golf Confederation (APGC) and the Dubai Sports Council, boasts European Tour pro Shiv Kapur as its ambassador.

“The EAGL will raise the bar and set distinctive high standards for amateur golf in a pro-style setting where the competitors will be treated like Tour professionals for the day with bespoke team shirts, names on lockers, branded golf carts, valet parking, media coverage, on-course branding and more,” said EAGL League Administrator Priyaa Kumria.

“The league has been envisioned to take corporate golf to a new level and give those who take part a sense of what it feels like to play in a professional team event. This Mini-Series event will showcase many of the unique highlights the full series will feature later in the year.” 

Uniquely qualified 

By luring three-time Asian Tour winner Shiv Kapur as an ambassador, the EAGL has already signalled the seriousness of the region’s ambitious new franchise-based amateur golf league. Nick Tarratt’s appointment as Tournament Director ahead of this month’s EAGL Mini-Series ups the ante further.

The former Director of the European Tour’s Middle East division, Tarratt’s involvement in golf administration dates back to the early 1980s when he started his career at The Belfry for the PGA. He was a key member of the 1985 Ryder Cup organising committee at the fabled Warwickshire resort and worked as an Official Referee during Europe’s historic 16½ – 11½ victory.

“We are delighted that Nick can join us with immediate effect for this exciting golf project,” said EAGL founder and CEO Sudesh Aggarwal. “Nick has huge and perhaps unique experience of organising golf events around the world, especially in Dubai…we are all excited by the commitment, passion and experience he will bring to our group.”

Tarratt will assist in all areas of planning as well as acting as the Rules Official and Senior Auditor of Handicaps for the tournament.“It’s great to be able to join the EAGL team and get back into mainstream golf,” said Tarratt. 

“I have taken a sabbatical over the last two years for personal reasons and am returning fully energised, batteries recharged and excited to hit the ground running for this summer project. Sudesh and the EAGL team have ambitious plans to raise the bar for corporate golf in Dubai and the UAE which should be applauded.

“There is huge potential for the EAGL vision longer term and I’m sure it will be well received by players, sponsors and the golf industry in this pilot project.”

The post Former Six Nations star among big names rolled out for EAGL’s summer dress-rehearsal appeared first on Golf Digest Middle East.

With Kent Gray
Past experience tells Shiv Kapur that the ambitious new franchise-based Emirates Amateur Golf League (EAGL) is a viable concept. So much so, he’s put his name behind it. The three-time Asian Tour winner talks about his ambassadorial role for golf’s answer to IPL cricket and has some advice for EGF amateurs keen to put their game under the glare of the television cameras when the Ryder Cup-style league launches in November.

Going back to 2013 when I did my own version of a golf league for professionals in India, it created a lot of buzz and excitement. It’s very exciting to play in and as spectators, it gives you something new and edgy to watch.

I think golf in general needs a bit of a shake-up. If you look at the success of the Ryder Cup, Presidents Cup and team events, they really bring in a larger audience. It also attracts a newer audience into the game. People support teams better than they support individuals.

When I sat with [EAGL founder] Mr. Sudesh Aggarwal and his team, I thought it’d be really cool if we had something like this for professionals, but the fact that it is being done for amateurs, I feel like this is the future of golf… the first of many leagues around the world. Now that Dubai is home for me, I thought it is a perfect platform for me to associate with because this is where the real growth of the game will come from.

Being a brand ambassador is an all-encompassing role in a way. It’s about advising them from my experience in the golfing world having been a professional for 16 years now. Also, having done a golf league myself, my learnings to help them not make the mistakes I made.

Why did my league not see a second season? A couple of reasons, I think. I didn’t realise how much hard work it takes. I remember the week before the league, I was playing a Challenge Tour event in Ahmedabad and it ended that I won that week. I literally finished the prize distribution and I was on the phone for three hours after that, trying to set everything up for the next week. I was up every night and talking to my guys, firefighting, dealing with team owners, sponsors, players.

It also kind of coincided with a bit of a financial crisis in India as well. Most of my team owners at the time were in the real estate business which was booming. And when year two came around, I was happy to hand the reins over to somebody else to do it but a lot of the team owners didn’t have the kind of funds that they had the year before. So it kind of died a natural death.

Why will the EAGL be different? I think the number one thing, and Mr. Aggarwal sees eye to eye with me on this, is that the team owners must see value for the sustainability and the long-term success of the league. Your team owners need to go away happy. If a team owners stick with you for a long period of time, everything else falls into place. The most important stakeholder are your team owners.

The second most important stakeholder is the title sponsor. The big value add that you’re giving them, compared to other amateur tournaments, is live television. That broadcast, which has never been done in the amateur game at the club level, I think brings a lot of value.

Photo by Joy Chakravarty

From a team franchise point of view, there’s a value associated from the media side, from the sponsorship side, from the central pool, from the possible merchandise sales. There’s a whole plethora of opportunities and you can actually make it a very viable business venture, let alone the fact that there is so much pride associated with owning a franchise.

If a luxury car company is sponsoring a professional golf tournament, they’re hoping to get the TV coverage and the eyeballs of the fans watching these events. The professional golfer is not necessarily their consumer. Those viewers, those fans are actually inside the ropes in the EAGL. So, you have a direct link to your clients.

This is going to be very exciting for the amateurs. Firstly, you get to experience what professional golfers experience on a day-to-day basis. It’s a feel of a professional tournament, and a feel of a Ryder Cup where you’re playing not just for yourself, but you’re playing for a team or a squad. It’s live on television, so there’s nerves and butterflies.

In a format like this you’re looking for somebody who has a good short game, good course management skills and somebody who’s willing to fight till the end and never gives up. You see a lot of people out there with a lot of ability but they have a meltdown at the first sign of adversity. Mental toughness is something that I would be looking for if I was building [one of the 24-player] squads.

You do need a balanced squad, so you would have a couple of players that can hit it a long way. But overall, if I’m picking purely on one factor, it’s mental toughness… heart and guts. That will see you through any match.

Ian Poulter is a classic example of somebody I’m talking about. He’s got heart. With all due respect to him, you wouldn’t pick him purely on his driving ability or his iron play. He’s a great putter, and he is mentally one of the toughest guys out there. If you could have 24 Ian Poulters in your squad, you will never, ever lose.

How should amateurs prepare for the EAGL? You can sometimes over-prepare I think, hype yourself for an occasion. It’s like back in school, when you have an exam, last-minute cramming isn’t going to help you. I’d say don’t even touch your clubs the day before the tournament. You see this even with rookies on professional tours. They’re out there banging balls the whole of Wednesday and come Thursday morning, they are physically tired.

I’d also say you need to know the courses that you’re playing. You’re not playing your opponent, you’re playing against the course. Work out a good game plan and stick to it. If you’ve decided you’re going to hit 3-wood off the tee, don’t suddenly take out the driver just because you’ve made a bogey on the previous hole and you are mad.

The post Three-time Asian Tour winner Shiv Kapur has lent his name to the new EAGL appeared first on Golf Digest Middle East.

By Kent Gray
A world-first league promising amateur golfers weekly Ryder Cup-style matches with all the trimmings of a professional tour – including live broadcasts – has been launched in Dubai.

The Emirates Amateur Golf League (EAGL), golf’s answer to IPL cricket with an intriguing reality TV twist, is the brainchild of Sudesh Aggarwal who revealed the concept at an unveiling party at Dubai Creek Golf & Yacht Club on Wednesday evening.

The well-known Indian businessman has the official backing of the Emirates Golf Federation (EGF) and Asia Pacific Golf Confederation (APGC) for the eight-team league earmarked to begin at Dubai Creek in November, presumably poviding Aggarwal business model sells.

Aggarwal hopes to find nine-team owners willing to pay six-figure sums for the franchises (the first eight sold will contest the inaugural season) which will comprise 24-player squads managed by two non-playing coaches, likely to be contracted UAE PGA members. Any amateur – male or female – with an official handicap of 14 or better can register to be part of a franchise, each of which will compete in a round-robin – with 12 players selected for each match – before semifinals and a grandfinal.

The season, scheduled to run over two months from late November to early January, will include a total of 312 matches with three to four courses in addition to Dubai Creek set to host matches if Aggarwal’s plans come to fruition. The matches will be contested in various matchplay formats in handicap bands –  0-4, 5-8, 9-11 and 12-14 – off the stick.

Aggarwal is even promising 40 hours of live online coverage in the first season via the EAGL’s social networks. Plans to broadcast the action on a mainstream TV network are on-going – Dubai TV filmed the unveiling party. At the very least, the APGC has reportedly agreed to promote the league across its network of 42 member nations, a vast audience for franchisees who are also being promised “extensive opportunities for branding, hospitality, networking, entertaining clients and PR.”

“The Emirates Amateur Golf League is the most exciting thing to happen to amateur golf, which is the largest segment of the sport,” Aggarwal said.

“We all know the excitement generated by team golf competitions like the Ryder Cup and the Presidents Cup, and the drama that a sporting league like the English Premier League in football or the Indian Premier League in cricket can create. The EAGL combines the best of all these mega sporting events. We aim to provide an unforgettable experience for the players and sponsors through professional organisation and creating value propositions which will make this a win-win situation for all our stakeholders.”

Aggarwal unveiled the names of the for-sale franchises on Wednesday: Abu Dhabi Roars, Asian Jumbos, Dubai Tigers, Emirates Players, English Nicks, European Seves, Indian Singhs, Korean Chois and Pakistani Taimur.  Franchises will be able to sell naming rights to sponsors to help offset costs.

Notably launched on the eve of the new European Tour season opening at the Abu Dhabi HSBC Championship, EGF chairman Shaikh Fahim Bin Sultan Al Qasimi hailed Aggarwal’s ambition.

“We have so many amazing tournaments for the professionals in the UAE but we rarely get something which gets the amateur players excited,” Shaikh Fahim said. “The EAGL can become a tournament our amateurs will aspire to become a part of, and hence work harder to get better.”

One of the franchises has been named after APGC chairman Taimur Hassan, Pakistan’s best known professional.

“It’s really heart-warming to see tournaments like the Emirates Amateur Golf League being conceptualised,” said Hassan. “At the APGC, increasing the popularity of golf and improving the quality of amateur golf is at the heart of everything we do. We are delighted to support the EAGL.”

For more on the EAGL, be sure pick up (or download) a copy of the February 2021 edition of Golf Digest Middle East, out soon.

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