The Gimmick Turned Sound Business Decision

/
Lawrence Donegan on Michelle Wie's European Masters exemption:
"Michelle has demonstrated her outstanding golfing skills to a global audience as both an amateur and now as a professional, and we look forward to welcoming her," said George O'Grady, the chief executive of the European tour - a remarkable volte-face by a man who had previously been sceptical about offering women invitations to play in men's events.

Eight months ago O'Grady dismissed the practice as a "gimmick". But in golf nothing speaks as loudly as sponsorship money. The European Masters is sponsored by Omega and Wie this year signed a sponsorship deal with the watchmakers.