Punk golf finds its 20Twenty

The success of the recent 20Twenty cricket world cup in South Africa has done more than just galvanize cricket. Golf, another sport with an image problem (ponderous play, middle aged competitors), is now cracking on with its own version, 6teesix.

The format has been trailed in the UK over the summer and was unveiled earlier this week ahead of the Portugal Masters. The idea is to for teams of six to play six holes in one hour - with points scored for winning a hole. With the average 18 hole round taking more than four hours, the aim is attract new players to the game, ones with less time but enjoy playing in a team atmosphere. Teams sign up to a league and play over the course of a season, with a grand final to finish off.

The format is being backed by Sky Sports and Golf Punk magazine William Anderson, one of the creators of 6teesix comments, “it is very difficult for golfers to find 5-6 hours every week to play a full round. 6teesix is a great way to keep your eye in more regularly and the team format ensures a competitive edge is maintained in the shortened version.”

The format has to be picked up by clubs in the Middle East, but it would make an attractive option for those casual players either priced out of club membership (average annual membership rates in Dubai are around $5,000) or not having the time to play a four-hour round.

Getting it off the ground may require corporate backing. There is no shortage of brands wanting to engage customers via sports marketing. Nokia this week launched the ‘Defend Your Street’ soccer concept to the UAE: a community-based five-a-side street-soccer tournament. It plans a knockout tournament with 144 teams, with the winners playing a select Brazil team.

Nokia’s Marketing Manager for the UAE, Mohammed Sukkar, said the project aims to deliver “a sense of real involvement and interaction with young people, by tapping into their optimism and confidence to take on all comers…and win.”