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When the Volvo China Open came to China twelve years ago, it was the first such event to offer prize money of US$400,000 and receive a live TV broadcast for golf in the country.

Two years ago, the country's annual Open event joined the European Tour and began to introduce top professionals into the world's most populous nation.

Last year, Volvo China Open launched the Chinese Junior Championships, now the highest level in junior competitions sparking increasing interest in teenagers.

Yesterday, Mel Pyatt, President & CEO of Volvo Event Management, said they would like to continue the commitment to China's golf and would try to introduce something new every year.

"Volvo is playing the leading commercial role in moving golf in China forward, both at the elite level with the Volvo China Open, and in supporting the next generation of Chinese golfers," he said.

"Volvo is also honored to have been the first commercial partner of the China Golf Association (CGA), and the substantial uplift in prize money is further evidence of our commitment to the game of golf in China", said Pyatt.

Prize money for the US$ 1.8 million Open has risen a remarkable 45 per cent over the past three years, with this year's champion set to take home a cheque for US$300,000.

Meanwhile, the country has seen the number of golf fans swell from a mere 1,000 a decade ago to more than one million enthusiasts today. A home-grown pro tournament has risen to become the fastest-developing event in Asia.

A group of Chinese caddies were even catapulted to star status, highlighted by the 2003 Open champion Zhang Lianwei and Liang Wenchong who became pro tour competitors and title contenders in world-class events.

 Pyatt has witnessed the development of the tournament and also the increasing popularity of sports in China over the past twelve years and now has his eyes set on the coming decade.

"In the next 10 years, we will raise the prize money significantly to make the event one of the world's major golf events,' said Pyatt, adding that Volvo has put forward a request to the CGA to extend the sponsorship contract, which ends in 2009, to 2015.

Maintaining consistency

When asked why Volvo did not invite top world players such as Tiger Woods, Michael Campbell or Ratief Goosen, Pyatt said that "Stars are good, we love them. But we are here to develop golf in China. We welcome them, but on the same conditions as other participating players."

"It is important that China's golfers have the platforms to train and compete.

"We want to help develop the sport in China and want to continue this long term. We need the consistency rather than hosting just one or two events by paying a big sum of money to invite the world's big stars."

Pyatt's ideas are echoed by officials from CGA.

"It really needed confidence and courage when in 1995 they put Volvo Open into China," said Zhang Xiaoning, Secretary-General of CGA. "Now twelve years have passed. It is clear the tournament helped a lot of people know about the sport and also created the golf culture in China."

With six European Tour events in China this season, Zhang believed Volvo China Open is of the greatest value, thanks to its trust in China more than a decade ago and its dedication ever since.

"More and more people are paying attention to golf due to the event's consistency and it also helped bring up a group of promising youngsters," Zhang added.

"I am glad to see that Volvo China Open offers so many chances for Chinese golfers to compete with good players from Asian and European Tours. It is of great help to the development of golf in China."

(China Daily March 2, 2006)