Diversity, Sport Business | Feb 22, 2022

Ben Cowen, Chief Tournament Business Officer at the European Tour, reflects on the Tour’s approach to Equality, Diversity and Inclusion, and what they can do differently to progress in the space.

Cowen knows the European Tour inside and out, having joined them in 2006, and is well placed to assess the impact of EDI initiatives both internally and externally from his senior leadership position.

None of us want to sit back and wait to see what other people are doing, but at the same time there are a lot of learnings we can take from other areas of business. I’m here today to hear what other companies are doing and what their strengths are and hopefully we can possibly take learnings from them.’ – Ben Cowen speaking prior to the Leaders Meet: Diversity Series forum, in partnership with Meta, at Twickenham Stadium in October 2021.

In this short interview, recorded behind the scenes at Leaders Week London 2021 and alongside Sky Sports News Presenter Jaydee Dyer, he shares his thoughts on:

  • How the organisation are considering EDI policies and strategies from an operational and internal standpoint, as well as through the eyes of the players.
  • The need to strike the right balance between ‘getting the house in order’ and wanting to implement actionable change as soon as possible.
  • How the Tour are looking for best practice from other organisations who’re evolving their EDI strategy, as a source of inspiration.


For more info on the Leaders Meet: Diversity Series, click here.

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