New boss for Legends Golf Tour

THE LEGENDS Tour has promoted David Adams to the position of managing director, effective immediately.

With vast experience in sports marketing and commercial development — including significant spells in both football and golf with Arsenal FC and The PGA — Adams has been a driving force in the recent development and growth of the Legends Tour in his role as chief marketing officer.

As managing director, he will oversee all aspects of the business, including strategic direction, commercial development, and the day-to-day running of the tour. He will also continue to lead efforts to elevate the tour’s brand, foster meaningful partnerships, and create competitive opportunities for senior professional golfers worldwide.

“It’s a tremendous honour to be appointed managing director of the Legends Tour, one of the world’s leading professional golf tours. To lead this incredible company, and the dedicated and talented team of people working within it, is one of the proudest moments of my career. I’m excited to continue working with them — along with our partners and players — to further showcase the legends of the game and build engagement with our global fan base,” said Adams.

Ryan Howsam, chairman of the Legends Tour, added:

“David’s leadership, vision and passion have been instrumental in the tour’s recent success, and his promotion to managing director is a natural step forward. I am very confident that under his stewardship we will see the long-term, sustainable growth of the Legends Tour, and I look forward to continuing a close working relationship with David in his new role.”

Phil Harrison, CEO of the Legends Tour, will take on a new role as chief advisor and global ambassador of the Legends Tour, with a focus on developing new business opportunities, while continuing to advise across all aspects of the tour.

Commenting on the new appointment, Harrison said: “David’s new role and responsibilities will enable me to focus on new growth areas to monetise the value of the brand outside of the global tour, including exciting opportunities in golf real estate development. I am also delighted to continue to support on player relations, as they remain our key focus and the heartbeat of the tour.”

Formerly known as the European Senior Tour, the Legends Tour was rebranded in 2020 and has since pioneered a fresh and dynamic era for senior golf.

Featuring many of the game’s greatest champions age 50 and over, the Legends Tour offers a truly global schedule, exceptional fan engagement, and unique opportunities for amateur golfers to play alongside Ryder Cup legends and Major winners such as Ian Woosnam, Jose Maria Olazábal, Colin Montgomerie, Paul Lawrie, Michael Campbell and Paul McGinley.