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Thousands of golf players around the globe have only one word on their lips and one thought on their minds ... Bahrain.
In 2010, the 50,000-plus players in the worldwide Volvo Masters Amateur will play over 100,000 rounds of golf and strike almost 10 million golf shots in search of a seat on the plane to the kingdom and the chance to reign as champion of the world.
The Royal Golf Club will host the Volvo Masters Amateur World Final in conjunction with Volvo's new professional European Tour championship on January 27-30.
Although it is an incredible coup to attract the sport's top players to the Colin Montgomerie-designed course at Riffa Views, Bahrain's Economic Development Board has hit an incredible hole-in-one when it comes to raising the nation's profile with golf-playing business leaders and executives who flock to courses to play, socialise and strike deals.
As the Volvo Masters Amateur goes into its 25th year, one of the world's most popular and engaging amateur golf series breaks new ground as the world final heads to the Middle East for the first time in its long and eventful history.
At a private dinner in Bahrain last week, GulfWeekly learned that Volvo and European Tour executives in collaboration with event management specialists IMG had a shortlist of three locations - with Bahrain competing against South Africa and Egypt to stage the golfing extravaganza. The US and China had also been seriously considered. It was the kingdom's determination, business friendliness and the excitement generated even before a final decision was made (and a front page exclusive in GulfWeekly was cited as an example) that helped win the day.
As a result 50,000 club golfers, old and young, left-handed and right, men and women through the full spectrum of handicaps have one thought on their minds, qualification for the world final in Bahrain.
Club golfers have played Volvo Masters Amateur golf across two-dozen countries worldwide since its inception in Sweden in 1985 - the one-million mark is expected to be reached this year - making it the longest-running and most popular amateur golf series.
Traditionally taking place in Spain following the Volvo Masters and last year the Volvo World Match Play Championship, the event will take place against the glittering backdrop of the recently-announced Volvo Tournament of Champions and will afford the amateurs the unique experience and excitement of golf played at the very highest level.
With Volvo Masters Amateur events taking place throughout 2010, from Spain to South Africa, the UK and the UAE, France and Finland, the winners of national finals will enjoy an all-expenses-paid, magical, money-can't-buy game of golf as they battle it out for their own world championship, rubbing shoulders with the best in the business.
And a five-star, six-day programme of social and sporting highlights is planned, the 50-plus players who ultimately catch the plane to Bahrain, including the chance to 'Play with the Pros' ahead of the 36-hole final, are set for the sporting experience of a lifetime.
Per Ericsson, president of Volvo Event Management - Golf, said: "The game of golf is truly unique in that our clients and customers can play in the company of the world's leading professionals.
"It's just not possible to play tennis with Roger Federer, take a bike ride with Lance Armstrong or go for a run with Usain Bolt, but Volvo's guests can play golf with Colin Montgomerie and other European Tour stars.
"We spent a great deal of time looking at venues around the world and decided Bahrain was the right choice for us. The Royal Golf Club's facilities are second to none and invaluably, the EDB and the club showed great passion and vision to host this world class tournament.
"Finally, Bahrain is located in between our biggest market, Europe, and our fastest growing market, Asia, making it the ideal location to host our international clients."
