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The European Tour group wins top award at Sports Technology Awards 

The European Tour group wins top award at Sports Technology Awards 

The European Tour group took home the award for ‘Governing Body of the Year’ at the prestigious Sports Technology Awards on Thursday evening, held at the Londoner Hotel in Leicester Square.

Sports Technology Awards

The Tour fought off stiff competition to win the accolade, with the All England Lawn Tennis and Croquet Club, British Gymnastics, LaLiga, the NBA and the WWE as fellow nominees.

The Tour was praised for how it has successfully navigated the demands of the COVID-19 pandemic, developing sector leading and digitally led testing systems and protocols that allowed the Tour to return to action quickly and safely.

The Tour was also highlighted for its introduction of new technologies at tournaments and in television broadcasts to enhance the fan experience.

This award win comes off the back of the European Tour group also ranking fourth in the Sports Technology Group’s Industry Power List.

This was not the only award the European Tour group was in contention for on Thursday evening. The annual Sport Industry Awards - a flagship event for the UK sports industry – was held at Evolution London in Battersea.

The Tour was a finalist for both 'Sporting Organisation of the Year' and for 'Best Standalone Content'. It is clear that the Tour’s ongoing commitment to innovation is being recognised by industry peers.