Dunhill big on celebrity, short on passion

Lawrence Donegan, The Guardian, 29 September 2005

With the likes of Johan Cruyff, Ruud Gullit and Michael Douglas due to step on to the 1st tee today, there is no doubt the organisers of the Dunhill Links Championship could put together a decent "Masters" football side, as well as a Hollywood film. But the question is whether they can stage a tournament worth watching.

On past evidence of this pro-celebrity event, the answer might diplomatically be surmised as "doubtful": a failure which stands as one of the enduring mysteries of European golf. The prize fund is enormous, the professionals of the highest order, the celebrities numerous, the venues at Carnoustie, Kingsbarns and St Andrews Old Course over the next four days, among the finest links courses in the world, and admission is free. Yet none of these factors has stopped the Dunhill becoming a £2.7m non-event.

The timing does not help - Scotland's east coast is not hospitable at this time of year - and nor does the geographical spread, which diffuses any real sense of occasion. But more than anything, the golfing public is a discerning bunch which refuses to take celebrity players seriously. They might have a point.

Yet a recent tournament seems to suggest there is a huge appetite for celebrity golf. Last month, Celtic Manor in Wales played host to a made-for-television event called the All-Star Cup, which pitted two teams of celebrities from Britain and the United States, captained by Colin Montgomerie and Mark O'Meara.

Over the three days more than 60,000 turned up, despite needing to pay up to £15 for a ticket, while the TV audience reportedly peaked at 3m. Trans World International was astonished. "We have been inundated with requests from sponsors and from other golf courses who are interested in being associated with next year's event," said Bob Massie, the broadcast company's head of entertainment.

Massie declined to comment on the Dunhill event, not least because TWI's sister company IMG is involved with its organisation, but he believes the All-Star Cup was a success because the public and the participants had an emotional investment in the outcome.

"The problem with most celebrity reality shows is that everyone know the celebrities are being paid for turning up and they aren't that interested in who wins. Star power is one thing, but you also need passion and enthusiasm - that's the secret."