Stars of the European Tour will go head-to-head under floodlights in an innovative, fast-paced one-hole knockout contest – the Hero Challenge – which takes place at The Grove on Tuesday October 11.
Featuring eight players, in seven quick-fire head-to-head straight knockout matches, the last man standing will be crowned champion, with the entire contest concluded in less than an hour.
The inaugural Hero Challenge will take place on the Tuesday night of the British Masters supported by Sky Sports and it will be televised live on Sky Sports from 7.30pm-8.30pm.
It is one of a number of innovations planned for the tournament week with the aim of attracting new audiences to the game of golf. British Masters host Luke Donald, the former World and European Number One, will be part of the eight-man field, while the entertainment on the night will also include a one-hole celebrity shootout featuring TV personality Piers Morgan and cricketers Kevin Pietersen and Shane Warne.
Donald said: “This is another great way of getting new fans to engage with our sport and to showcase golf as a form of entertainment, which is something we are really trying to emphasise with this year’s British Masters.
“I think the players will enjoy the fast-paced format of the Hero Challenge, but more importantly, I think the fans will really get into it as it will be something new and different.”
The participants will showcase their skills on The Grove’s 18th hole, which will be turned into a specially constructed par three hole under the lights.
For the professionals, the winners from the four opening round matches will progress through to two semi-finals with the subsequent two winners contesting a final head-to-head match to decide the Hero Challenge champion. If the two opponents halve the hole, the outcome of that contest will be decided by the tee shot which was nearest to the pin.
Keith Pelley, Chief Executive of the European Tour, said: “It is vital that golf introduces shorter formats to appeal to new audiences and this one-hole straight knockout contest will provide fast-paced entertainment, whilst showcasing the considerable skill of our players.
“Last year’s British Masters introduced some terrific innovations, ranging from live master classes to on-course interviews, and the Hero Challenge will be another exciting new concept for our fans.”
Tickets to watch the action at The Grove are free via www.applausestore.com