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European Tour to launch esports competition at Made in Denmark tournament

The European Tour has partnered with esports event organiser DreamHack to launch its first esports competition, the European eTour Championship.

The competition will take place alongside the first two days of the Made in Denmark golf tournament at the Himmerland Golf & Spa Resort in Denmark from May 23-26.

Eight of the best players from around the world will compete against each other in a knockout competition based on the World Golf Tour (WGT) online and mobile game developed by Topgolf. A press statement from the European Tour said the game is played by more than 15 million people worldwide.

Richard Bunn, head of media rights & programming at The European Tour, said: “The European Tour has a proud reputation for innovation and we are extremely excited to be moving into esports. This is undoubtedly an area which has huge potential where we will be able to engage with audiences beyond our traditional following, whilst also creating new sponsorship opportunities for our commercial partners.”

The Made In Denmark tournament is one of the more popular tournaments on the European Tour. Traditionally staged in August, it has been moved to the week traditionally occupied by the BMW PGA Championship this year and now follows the US PGA Championship in the revamped global golfing calendar.

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