This year’s Golf Italia Expo, in Milan during October, will be the third time the show has taken place, while April will see the second staging of the London Golf Show.

Officials from both shows were quick to see similarities and potential commercial crossovers and entered into discussions before Christmas. And now they have confirmed a presence at each other’s shows in 2006.

The London Golf Show’s event director, Jay Tyson, said: “This may not be a unique business venture, but it’s pretty unusual I would imagine. We could be considered competitors, yet we are working together to our mutual benefit.
“In simple terms, there will be a mini Golf Italia Expo at the London Golf Show and vice versa. We will be working together on several initiatives, including a leg of our growing long drive series.

“Both parties regard this as a very positive step and it is a further example of the building of co-operative relationships with golfing media and exhibition businesses on an international level.”

This continues the London Golf Show’s recent inclination to work alongside other golf events to maximise cross promotion.
The first 1,000 golf show tickets sold each came with a free ticket to the London Seniors Masters. And London Golf Show officials have just put pen to paper on a deal to take a mini event to the Scottish Open, at Loch Lomond in July.

Tyson added: “We will continue to seek out opportunities to form mutually beneficial relationships within the golf industry. Not only is it good for the parties involved but it also offers great added value for our clients.”

For more details about the London Golf Show, or to book tickets, visit www.londongolfshow.com.