European Tour Embraces New Technologies In Five9 Deal


Five9 has become the event’s official customer contact center software partner

The European Tour has announced that Five9, a cloud contact center solutions provider, has become the event’s official customer contact center software partner. The multi-year collaboration sees the tour gain access to cloud contact center solutions, focusing initially on developing an AI-powered Five9 Intelligent Virtual Agent (IVA) and online chat function to provide a digital concierge service to players, corporate partners and fans. Through greater use of automation, the service looks to help ‘streamline communication and logistics’, whilst providing support.

“We have seen a significant transformation of our IT infrastructure in recent years and a willingness to embrace new technologies. For example, we are now 100% cloud-based as an organisation and contactless at tournaments. I’m proud to say that we are now seen as a leader in the use of technology in sport, and partners have been key to getting us there. With Five9, we are adding another industry innovator to our partner community,” said Michael Cole, Chief Technology Officer, European Tour group.

Five9 will also utilise the partnership in a bid to boost its growth in the European market by working with the Tour on a corporate hospitality programme, branding assets and the co-development of digital content for distribution across the season.

Genefa Murphy, Chief Marketing Officer of Five9, added: “The European Tour group is well known for delivering innovative, engaging experiences for its fans and players, and we are honoured to be a partner as they continue to transform the use of technology in sport. We look forward to working closely with the Tour to develop a world-class AI-driven digital concierge service, as we expand our international footprint and enjoy new opportunities to connect with our customers, partners, and employees through this partnership.”

The firm’s branding will also be visible on tee boxes and greensides at several key tournaments; the Betfred British Masters hosted by Danny Willett, Horizon Irish Open, Cazoo Open, Hero Open, Cazoo Classic, ISPS Handa Invitational Presented by Modest! Golf Management and Estrella Damm N.A.