Players and caddies leaving the 13th green at Himmerland Golf Club will wak through a massive hospitality tent, which could equally be described as a Heineken-branded pop-up beer hall.
The design will give players an interactive experience of a different kind, but also the fans: no longer will they have to leave the bar to go see the action because the action will come to them.
As soon as the golfers have emerged from the beer lounge, they will already be on the 14th tee, which is connected to the hospitality tent.
Mixing beer and golf at the pro level can be fraught with danger.
Rolling out this sort of idea to loud and sometimes obnoxious New York fans at last week's PGA Championship at Bethpage Black could have been disastrous.
Let's hope Danish golf fans can handle it!
A tee box in a beer tent?May 22, 2019
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