EUROPEAN TOUR

CONSULTANCY SUPPORT HELPED THE TOUR EXPAND ITS MERCHANDISE ENGAGEMENT WITH FANS

Supporting The European Tour’s retail and licensing activity has been a key part of Andy Bough’s, Cube’s Commercial Director, business for the last ten years and more.

Working closely with the Tour’s internal commercial and marketing teams on a consultancy basis enabled them to take more control of all merchandise activations and to present the Tour brand in a much more consistent manner.

Tournament stores now have a consistent spectator experience, and the Official Online Store is more integrated within the Tour’s overall marketing strategy as a key engagement piece. Sponsor premiums were brought in-house, improving revenues whilst ensuring that corporate and tournament sponsors are provided with a dedicated merchandise service. Andy also led the negotiation of a new license agreement for China and has managed this relationship for over eight years.

Part of the Cube International group, Cube Partnership is at the forefront of redefining and reimagining the sports retail, ecommerce, licensing and merchandise industries, working with sports brands, teams, venues and events across the globe.