Scan Magazine, Issue 88, May 2016

Page 24

Henrik Stenson at the 2014 Nordea Masters. Photo: Nordea Masters.

Nordea Masters: a grand audience bash Established in 1991, the Scandinavian Masters has grown to become one of the most prestigious competitions of the PGA European Tour, attracting more spectators than any other mainland leg of the tour. For its 26th instalment, Nordea Masters returns this year to Bro Hof Slott – and Sweden’s own Henrik Stenson, currently sixth in the Official World Golf Ranking, is coming home to play. By Linnea Dunne

“There’s something for everyone,” says Marcus Dunér, head of marketing and communications at Nordea Masters. “There’s great food and drink, shopping in the Masters village where our new sponsor, Peak Performance, will also have their shop, and there are activities and events for children and people of all ages.”

year’s highlights. “It’s one of the finest golf courses in Europe and a golfing experience of absolute top class. There’s a lot of water around the course and it’s really long; it’s got an amazing layout and boasts views that are frankly hard to beat,” says Dunér. “But really, the main highlights are linked to the starting field.”

The return to Stockholm’s Bro Hof Slott Golf Course, after a couple of years at the PGA of Sweden National in Malmö, adds an element of excitement to this

Nordea Masters has a reputation for an exceptionally warm, celebratory atmosphere, especially when one of Sweden’s own stars takes to the green. “The season

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Golf fever

is short in Sweden, which contributes to this sense of a big audience party at key events,” says Dunér. “Add to that the fact that this is one of the biggest competitions of the European Tour, in terms of audience size, and you’ll see why it tends to be an unforgettable experience.” All around Sweden, clubs are starting to see an increase in memberships. When it comes to international tournaments, the public interest seems to be insatiable. The recent successes of names such as Henrik Stenson and last year’s Nordea Masters winner, Alex Norén, have made the national crowd go crazy for more Swedish golf splendour. This year’s event on 2-5 June will surely bring them the glorious golf victories they crave. “There are definitely goosebumps all round when the audience cheers on its favourite player,” says Claes Nilsson, sport director at the event. “The finishing holes are incredible to watch. No matter who’s playing, you can cut the tension with a knife.” Indeed, it is tense and exciting enough for the atmosphere