Golf Australia regains commercial control of Golf Link

In a move described as being “game-changing” for Australian golf, the commercial rights to Golf Link will return to the sport’s governing body.

Golf Australia and MPower MSL have announced a landmark strategic agreement that will allow all Australian golf club members to check their handicap information and scoring history via the Golf Australia home page from 1st April, 2017.

The move will see Golf Australia invest in additional software, technical and consulting services through MPower MSL that will enable Golf Australia to develop accurate, real-time insights into membership trends and lead the industry in responding to changes in golf participation.

Announcing the change, Golf Australia Chief Executive Stephen Pitt stated “it’s a significant occurrence for Golf Australia and golf in this country to regain the full rights to the Golf Link program.

“We will be able to exert more influence on the service we provide to golfers and hopefully give them a great experience as they check movement in their handicap and playing results.

“It will strengthen our ability to invest in golf and help drive our important development programs such as MyGolf and Swing Fit.

“It will allow us to better communicate with golfers around the country and make golf stronger in Australia, so it’s a very important milestone.”

The deal will provide Golf Australia’s commercial partners with greater opportunity to understand and engage with participants and provide increased investment into the sport.

MPower MSL Managing Director and Chief Executive Craig Kinross said the partnership would also have a positive impact for MPower MSL, adding “we are excited by the opportunity to upgrade our relationship with Golf Australia as its technology partner.

“Our purpose at MPower MSL is to empower the golf club with our unique open architecture platform. We deliver solutions that improve the clubs knowledge, understanding and engagement of the golf community to make more money, save money and improve their governance.

“MPower MSL can now also focus on the coordination of its golf offering both domestically and internationally through MPower Golf, a combination of the golf products from Golf Link Partners, iSeek Golf, Golf Computer Systems, GolfBox and Micropower providing a coordinated technology solution to consumers and the industry.

“The opportunity to extend our partnership with, and technical support of, Golf Australia as well as an enhanced offering to clubs and golfers will greatly improve the state of play in the Australian golf industry.”

The strategic partnership will further support the investment in Australian golf by Genesis, which recently partnered with both Golf Australia and the Genesis Golf Link Cup.

The Genesis Golf Link Cup will now also be promoted through the Golf Australia website and be Golf Australia’s preferred virtual golf competition.

The Golf Australia home page is at www.golf.org.au

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