In October, I wrote about the Abu Dhabi HSBC Championship, highlighting a fundamental shift in how sports like golf tournaments are enjoyed, played, monetized, and experienced.
Fans have shifted from passive viewers to active participants who engage more consistently and intentionally. Some flagship events are transforming into multi-day, festival-style experiences.
That’s why I was eager to see how the organizers of the Amundi German Masters 2026 embrace this trend. Will they seize the opportunities that this new direction offers? Let’s see!
The Amundi German Masters 2026 is set to be the premier event on the Ladies European Tour in Germany, promising an exciting entertainment package that will engage fans both on and off the golf course.
In 2025, the Amundi German Masters attracted more than 10,000 spectators.
While specific details for this edition are still being finalized, there is much to look forward to as the event approaches.
Over four days, spectators will have the exciting opportunity to witness elite players from the Ladies European Tour (LET) compete across multiple rounds on the North Course at Green Eagle Golf Courses near Hamburg.
At 7,057 meters from the champion’s tee, it is the longest course on the European Tour and ranks among the 10 longest courses in the world.
In addition to the thrilling golf action, the event will showcase a vibrant Public Village, offering interactive activities that enhance the overall experience beyond simply watching the games. I expect:
A Ferris wheel behind the 18th green again to provide panoramic views of the course and tournament action.
Various culinary offerings and concepts cater to local and international tastes throughout the venue.
Fans can participate in activities such as posting challenges, visiting merchandise stands, and visiting sponsor booths with interactive experiences.
Visitors can look forward to an even larger Public Village than in 2025.
For a higher-end experience, VIP Garden Lounge access delivers a premium viewing location near the final green, along with enhanced cuisine and refreshments curated by prominent chefs and partners.
Prominent German players
The fifth edition of the tournament features an inspiring lineup of prominent German players poised to shine.
Olympic medalist Esther Henseleit, top talent Helen Briem, fresh off her victory at the LPGA Q-Series Final Stage, and Alexandra Försterling, the 2024 tournament winner, are set to take to the tee once more.
Joining these exceptional athletes are German LET champions Laura Fünfstück and Patricia Isabel Schmidt, along with Leonie Harm and Olivia Cowan, who demonstrated remarkable resilience by securing a strong third place at the LET season finale in late November.
However, drawing from the confirmed exhibitors and partners of the 2025 edition, it is reasonable to anticipate a comparable array of brands and exhibitors (e.g., Adidas, Castan, Sidas, La Vie by Thomas Bühner, Selgros, Zweipunktnull Pizza, Bitte mit Sahne, etc.) in the Public Village and during on-site activations for the upcoming year.
