Tourism & Golf Tourism and golf are two different concepts, each influential in its own right, whilst in their combined status they mutually complement and optimise each other, thus forming a very dynamic and powerful unit. At the end of the Eighties, Amen Corner initiated with Turespaņa, the Spanish State Tourist Board, a programme to promote Spain as an ideal golf destination. In time, many other countries (Ireland, South Africa, Morocco, etc.) emulated the initiative, having found it to be an excellent promotional tool, perfectly adaptable to their commercial and governmental targets. The studies prepared by Amen Corner have helped Turespaņa in its promotional activities and resulting increase of the sector, of such vital importance to Spanish economy. Golf in Spain- Market Research Amen Corner is the leading company in Spain in know-how and statistical data relating to golf. Its relationship with Severiano Ballesteros and its over 15 years experience promoting a sport that it knows to perfection, guarantee its reliability. Promotion and Marketing studies One of the Amen Corner activities included in this chapter is the preparation of comparative studies for the staging of different golf events and, later, the running of them, depending on the objectives that are to be pursued. As an example, some years ago, at the request of Novo Sancti Petri to commemorate the opening of its golf course, Amen Corner prepared a series of alternative events for this resort, from amongst which the one that best fitted their sales targets and public relations was chosen. Golf in Europe- Market Research Amen Corner has wide experience in the researching and preparation of such studies, the objetives of which are directed towards the application of business strategies at European levels, with increasingly more overseas entities contacting the company to document their own market researching. Its golf-related statistics have been used by other entities, such as the press, golf course promotors and governmental and private institutions. Promotion & Sponsorship in Golf Golf, contrary to other sports, is relatively new to the field of sports sponsorship. One of the most attractive facets of this sport is its targeted public, golf fans. Indeed, this is, statistically, a dynamic middle/middle-high class urban demographic segment with high buying power. It is also worth mentioning that the sport is growing in Spain (approximately 15% in 1997-98) and Spain currently has 130,000 federated members, plus a large number of non-federated playing followers of which a large percentage are top executives. Everything is possible with golf as it can offer a wide variety of promotional options, adaptable to each client's objectives. The different alternatives in the field of sponsorship and promotional activities include the following concepts: 1. Corporate Pro-Am Event 2. Corporate Amateur Event 3. Corporate Clinic 4. Amateur Social Tournament. 5. Title sponsorship of a PGA European Tour Tournament. 6. Shared main Co-sponsorship of a PGA European Tour event. 7. Official Co-sponsorship of the PGA European Tour event, Peugeot Spanish Open. 8. Official Co-sponsorship of of the PGA European Tour event, Turespaņa Masters. 9. A Special Event for Television 10. Sponsorship of a Spanish Professional Tournament.