Europe’s best and brightest have gathered this week at Himmerland Golf & Spa Resort for the Made in Denmark, a grammatically perplexing comedown from the US PGA Championship. How much you care about Matt Wallace‘s defence probably has a lot to do with how much money you have riding on the field, but the tournament’s marketing magicians are working overtime to pique your curiosity with an interesting new feature: a tee that’s inside a beer tent.
What could possibly go wrong?
https://twitter.com/EuropeanTour/status/1131216904440279040
Much to the chagrin of the European Tour’s rapidly dwindling all-business contingent, the 14th tee can only be accessed through the Heineken Lounge, essentially a drunker, non-English-speaking version of Jerry World’s deranged player-viewing tank. Once the players have made their way through the lounge, dodging high-fives, spilled beer and whatever the Danish translation of “MASHED POTATOES” is, they emerge on the tee, where velour sofas and resplendent fairway vistas collide with the inebriated horde mere feet away.
Needless to say, the Phoenix Open has to be wracking its brain figuring out how to one-up this. Replace the bunkers with ball pits on the seventh. Make players run a gauntlet of cacti on 10. Build a strip club around the 18th green. The whiteboard is filled with questionable ideas at the moment. It remains to be seen just how rowdy the Danes will get on 14 this weekend.
