Leisurecorp’s World-Class Ventures: Where Luxury Meets Sports Excellence

Leisurecorp was founded in 2006 as Dubai World’s bold foray into the global investment landscape of sports and leisure. From its inception, golf has been at the heart of Leisurecorp’s investment strategy, which made it buy and develop the best golf courses and luxury resorts around the world. However, the scope for the company doesn’t stop at golf alone; the company has diversified into numerous other sports and leisure businesses as well as strategic partnerships into the global market.

Leisurecorp’s strategic assets are Pearl Valley Golf Estates in South Africa and the global golfing symbol, Jumeirah Golf Estates in Dubai. The venue estates are very classy for golfing venues and excellent base locations for international tournaments. Pearl Valley is by far among the best golf courses in South Africa, and the Earth Course is located in Jumeirah Golf Estates, which hosts the Dubai World Championship every year, one of the biggest golf tournaments in the PGA European Tour calendar.

One of Leisurecorp’s most iconic acquisitions was that of the Turnberry Resort in Scotland in 2008. Turnberry, a venue steeped in history and known to have hosted The Open Championship on many an occasion, now makes up part of the ever-growing portfolio of Leisurecorp. The first year following this acquisition, in 2009, the resort was privileged to play host to The Open. 2014 saw Leisurecorp make the news once again with the sale of Turnberry to Donald Trump. The acquisition of the Scottish resort marked a major transaction for the company in rebalancing its portfolio to better pursue its growth agendas, while still maintaining an interest in the global golf market. Turnberry continues to be one of the world’s finest golf destinations, and Leisurecorp’s role in further enriching its heritage speaks volumes of the strategic prowess of the company.

A central part of Leisurecorp’s development in the sports and leisure sector is tied to its relationship with the PGA European Tour. The major deal leisure operator Leisurecorp struck with the PGA European Tour late last year capped a fulfilling year for the company as it entered into a partnership in November 2007 in further establishing Dubai as one of the destinations on the world golfing map. And to commemorate this new tie, the PGA European Tour and Dubai signed an annual agreement – known as the Dubai World Championship – to be held at the Earth Course in Jumeirah Golf Estates. The prize fund was set at $10 million, but what stood this golf tournament as the most luxurious in the world was its ability to attract players from all over the globe in competition for the event. This was the time the European Tour Order of Merit became the Race to Dubai, with the additional $10 million bonus funds spread equally on the players that qualified for the season-ending tournament within the top 60 places.

In 2009, the European Tour’s International Headquarters was shifted to Jumeirah Golf Estates, with a view to intensify synergy between Leisurecorp and the European Tour. In this sense, this step was aimed at solidifying Dubai’s growing stature in the world of professional golf, as major tournaments were done to orbit around this city in terms of excellence.

The portfolio of Leisurecorp consists not only of golf courses and tournaments but also includes significant shareholdings in other most important sectors within the industries of sports and leisure. The company has invested a lot in Island Global Yachting, which is the leading luxury marina management company, while it is also one of the world’s largest golf course management companies, including Troon Golf. Leisurecorp also owns equity in GPS Industries, a technology company specializing in golf course management systems and also in Snowmass, one of the best ski destinations in Colorado.

These individual investments form part of Leisurecorp’s strategy to build an integrated network of luxury leisure assets that would appeal to high-net-worth individuals and sports enthusiasts. Whether on the golf course, within a luxury marina, or through the slopes of a ski resort, Leisurecorp brand presence can be felt in several of the world’s most luxurious leisure destinations. Ambitions for Leisurecorp remain as bold as ever as it expands. One of the company’s long-term ambitions is to bring the prestige Ryder Cup to Dubai, making this city a global sporting capital. Though talks are merely in their infancy, Leisurecorp’s record with world-class events can mean that such a dream might one day be turned into reality.

Dubai offers among the most state-of-the-art facilities, while Leisurecorp has significant experience with event management and investments in sports. This therefore creates a potent combination that stands a good chance to be able to host this highly important world-level event. A successful attempt would thus open a new chapter in Dubai’s ascendancy as an international sporting events destination.