Legends Tour
- Company typePrivate
- Founded1992
- HeadquartersEnglefield Green, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
Legends Tour firmographics
Firmographics- Name
- Legends Tour
- Legal name
- European Legends Tour Limited
- Website
- https://legendstour.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Legends Tour industry classification
Industry- Product category
- Professional Golf Tour & Sports Hospitality
- NAICS
- Spectator Sports (71121), Other Spectator Sports (711219)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Golf Tours & Professional Circuits (MPAKAAAK)
- akta.pro secondary industries
- Professional Tour & Circuit Operators (MPAKADAA), Professional Live Sports Leagues & Tours (MPAGAMAA)
Keywords
Where Legends Tour is headquartered
LocationHeadquarters
- HQ city
- Englefield Green
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Legends Tour business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Others, Supply Chain
Revenue model
- Membership Fees: The Legends Tour generates revenue through tiered membership programs. My Legends Tour is a free membership offering ticket discounts, exclusive content, and partner offers. The premium Legends Club membership provides VIP access to four tournaments annually with luxury accommodation, food and beverage, and private transfers included, with pricing at Price on Application (POA).
- Playing Experiences: Revenue from selling playing experience packages including Pro-Ams (one-day opportunities to compete alongside Tour professionals), Legends Experience (36-hole Stableford competition playing alongside two Legends during tournament rounds), and Legends Club membership (multi-event access with premium hospitality).
- Ticket Sales: Spectator tickets for tournament events across the international schedule. Early bird and super early bird discounts available, with up to 40% off standard gate prices for advance purchases.
- Sponsorship and Partnerships: Title sponsorship from Staysure (travel insurer), along with tour partners including European Tour Group, Rolex, Titleist, OFX, SkyGolf, and Luxe Scot. Sponsorship revenue supports tournament prize funds and tour operations.
- Affiliate Referral (Staysure Insurance): My Legends Tour members receive discounts on travel insurance with Staysure, generating referral revenue through the partnership. The GOLF20 promotional code offers 20% off new customer policies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free membership offering ticket discounts, exclusive content, and partner offers |
| Subscription | Multi-year contract | Premium VIP membership with access to four tournaments, luxury accommodation, and exclusive experiences |
| One time/ perpetual license | Pay-as-you-go | Spectator tickets for tournament attendance with early bird discounts |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Legends Tour product offering
Product offeringCore offering
The Legends Tour operates a professional golf tour for players over 50, staging an international schedule of tournaments across the UK, Ireland, mainland Europe, the USA, the Caribbean and the Indian Ocean. Its commercial offering is built around three tiers of amateur playing experiences — Pro-Am (one-day), Legends Experience (36-hole Stableford alongside two Legends during tournament rounds), and Legends Club (premium VIP access to four events annually) — together with spectator tickets and a free My Legends Tour membership that delivers early-bird discounts and partner offers.
Product overview
The Staysure Legends Tour is a unified platform offering professional golf tournaments for players over 50, with a tiered amateur experience program. The core product is the tournament tour itself (Staysure Legends Tour), supplemented by three levels of playing experiences: Pro-Am (one-day amateur-professional pairings), Legends Experience (36-hole competitive format playing alongside two Legends), and Legends Club (premium VIP membership with access to four tournaments). Supporting offerings include My Legends Tour membership (free tier with ticket discounts), Order of Merit rankings, Qualifying School, spectator ticketing, and the Legends Tour Lessons video content.
Differentiator
Problem solved
Functional benefit
Products and services
- Staysure Legends Tour (Tournament Tour) The flagship professional golf tour for players over 50, staging an international schedule of tournaments across the UK, Ireland, mainland Europe, the USA, the Caribbean and the Indian Ocean. Features Major Champions, Ryder Cup Captains and former World Number Ones.
- Pro-Am A one-day playing experience in which amateur golfers compete alongside a Legends Tour professional at an official tournament venue, with corporate and individual entry available.
- Legends Experience An immersive 36-hole Stableford competition in which amateur golfers play alongside two different Legends during actual tournament rounds, with accommodation, access to the players' lounge and a trophy presentation included. Open to men and women subject to handicap restrictions.
- Legends Club Premium VIP membership offering year-round access to four tournaments of choice, with luxury accommodation, all food and beverage, private transfers between airport, hotel and golf course, one-to-one coaching with Legends Tour players, priority access to Ryder Cup and DP World Tour tickets, and exclusive off-course experiences. Sold at Price on Application.
- My Legends Tour Membership Free online membership providing early-bird ticket offers, discounts on golf course fees, a 20% discount on Staysure travel insurance via the GOLF20 code, exclusive competitions, partner offers and exclusive content from Legends and celebrities.
- Spectator Tickets Day tickets for spectators to attend Legends Tour tournaments at international venues, with super early-bird and early-bird pricing offering up to 40% off standard gate prices for advance purchases. Children under 16 must be accompanied by an adult.
Quantifiable outcome
- 9 Legends Tour titles and 3 Senior Majors for Colin Montgomerie since turning 50
- +2 more outcomes
Companies that use Legends Tour
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Legends Tour technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Legends Tour partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- European Tour GroupcoreThe Legends Tour is a joint venture between the European Tour & Staysure founder & group CEO Ryan Howsam. This unique structure in professional golf creates a new vision for the Legends Tour, putting Ryder Cup Captains and players at the forefront of the brand. The European Tour Group also manages the DP World Tour, the developmental Challenge Tour, and is the Managing Partner of Ryder Cup Europe.
- RolexmajorRolex serves as a Tour Partner, providing timing and scoring services and prestigious association with the brand. The Senior Open presented by Rolex is one of the premier events on the tour.
- TitleistmajorTitleist is a Tour Partner providing golf equipment and balls for tour events. Partnership includes branding and activation at tournaments.
- OFXmajorOFX is a Tour Partner and title sponsor of the OFX Irish Legends tournament at Carton House. International payments and currency services provider.
- SkyGolfminorSkyGolf is a Tour Partner providing golf technology and GPS/range finder services for tour events.
- Luxe ScotminorLuxe Scot is a Tour Partner, likely providing luxury hospitality or travel services for Scottish events.
- WorkdayminorWorkday is the sponsor of the Order of Merit rankings, providing financial support for the season-long points competition.
- Howserv LimitedcoreHowserv Limited handles outsourced administration for the Legends Tour, managing customer services, membership administration, and operational support from their Northampton office.
- Apes Hill BarbadosmajorApes Hill Barbados hosts the Barbados Legends tournament for the third consecutive year in 2026, with Masters and Ryder Cup Champion Ian Woosnam serving as host and ambassador. The resort was recently named one of only seven new additions to Golf World's Top 100 World Resorts list, the only Caribbean entrant.
Scale indicators9 records
Recent moves7 records
Expansion highlights4 records
Legends Tour competitors and assessment
Company assessmentOthers
- LIV Golf: Newer Saudi-backed golf league. Not a senior tour, but actively competes for premium golf sponsor dollars and viewer attention in the same premium-golf media and sponsorship economy.
- The R&A: International golf governing body and organizer of The Senior Open (presented by Rolex), a flagship Legends Tour event. Ecosystem partner with comparable major-competition organizing role rather than direct commercial overlap.
- USGA: US golf governing body that co-sanctions the US Senior Open — one of the marquee events on the Legends Tour calendar. Comparable in organizing major professional golf competitions and managing elite golf IP.
Emerging players
- TGL: Tech-infused team golf league launched by Tiger Woods and Rory McIlroy. Not a senior tour, but competes for premium golf audience attention, sponsor wallet, and broadcast inventory in the same premium golf ecosystem.
- Japan Golf Tour Organization (JGTO): Operates Japan's main professional golf tour including senior divisions. Comparable in tour-management and tournament-promoter model, with geographic differentiation that limits direct head-to-head competition but parallels the senior-tour product.
Broad incumbents
- LPGA Tour: Major women's professional golf tour with a comparable league-and-tournament operating model, sponsor mix, and spectator-event monetization, but distinct demographic and gender focus.
- DP World Tour: The European Tour Group's flagship professional golf tour and 30% JV parent of Legends Tour. Comparable league/tournament operator with shared infrastructure (broadcast, ticketing, CRM) and overlapping player pool that ages into Legends Tour eligibility.
Direct peers
- PGA Tour Champions: The US-based senior professional golf tour for players 50+. The closest direct competitor — operates the same over-50 tour format, Pro-Am events, ticketed spectator events, and pursues the same insurance/finance sponsor category (e.g., Staysure has activated across both tours).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Legends Tour social profiles
Digital presenceLegends Tour financial estimates
Financial estimateRevenue estimate
Valuation estimate
Legends Tour leadership team
Management profileNumber of profiles
Profiles2 records
Legends Tour funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Legends Tour M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Legends Tour
What does Legends Tour do?
The Legends Tour operates a professional golf tour for players over 50, staging an international schedule of tournaments across the UK, Ireland, mainland Europe, the USA, the Caribbean and the Indian Ocean. Its commercial offering is built around three tiers of amateur playing experiences — Pro-Am (one-day), Legends Experience (36-hole Stableford alongside two Legends during tournament rounds), and Legends Club (premium VIP access to four events annually) — together with spectator tickets and a free My Legends Tour membership that delivers early-bird discounts and partner offers.
Is Legends Tour a public or private company?
Legends Tour is a private company. It is classified as corporate owned and is currently operating.
When was Legends Tour founded?
Legends Tour was founded in 1992. It employs 1 to 10 people.
Where is Legends Tour based?
Legends Tour is headquartered in Englefield Green, United Kingdom, in the Europe region.
How does Legends Tour make money?
Five revenue lines are on record. Membership Fees are the primary driver. The others are playing Experiences, ticket Sales, sponsorship and Partnerships and affiliate Referral (Staysure Insurance).
Who are Legends Tour's main competitors?
Others on record are LIV Golf, The R&A and USGA. Emerging players are TGL and Japan Golf Tour Organization (JGTO). Broad incumbents are LPGA Tour and DP World Tour. PGA Tour Champions is listed as a direct peer.
Does Legends Tour have an API?
No public API is recorded for Legends Tour.
What industry is Legends Tour in?
Legends Tour's product category is Professional Golf Tour & Sports Hospitality. Its primary akta.pro industry code is MPAKAAAK, Golf Tours & Professional Circuits, with a secondary code of MPAKADAA, Professional Tour & Circuit Operators. Its NAICS code is 71121 and its SIC code is 7900.