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Business backs golfers aiming for Euro glory

Posted onPosted on 28th Mar

Sixteen of Europe’s most talented disabled golfers are ready to fly to the US to compete in their version of the Ryder Cup after a South Normanton marketing agency signed up as their sponsor.

The team, which includes members from England, Scotland, Denmark, and Germany, has been selected to play in the Cairns Cup, an annual transatlantic contest that pits Europe against the United States.

The Cairns Cup is disability golf’s premier matchplay event and, like the Ryder Cup, it sees players compete over three days with a four-ball, foursomes, and singles rounds.

The event is taking place at Cherry Creek Golf Club in Detroit at the end of July, with the US defending the title won at The Shire London, in Barnet, in 2022.

Golfers rely on funding to compete, meaning that they need to attract sponsorship to meet the cost of taking part.

Among the firms helping them to pay their way is South Normanton marketing agency Purpose Media, which has contributed towards its costs and air fares, giving them a huge boost in their preparations.

It has also helped organise a fundraising golf day at Morley Hayes, in Morley, on 9th May, where local businesses will be invited to play alongside members of the Cairns Cup team, so they can understand the challenges that they have to overcome to complete a round of golf.

The event, which is being held in partnership with the Cairns Cup and S O’Brien Heating Solutions, will cost £400 for a team of four.

The Cairns Cup was established in 2018 when former soldier and disabled golfer Kevin Booth and fellow players decided to set up a Ryder Cup-style competition in memory of a friend, Billy Cairns, who died during a previous Europe vs US disabled golf event, called the Phoenix Cup.

Six years on, the Europeans are putting out an experienced team featuring players with a range of disabilities, including amputees, paralysis, cerebral palsy, and Parkinson’s.

The team includes Kris Aves, who was left paralysed when, while serving with the Metropolitan Police, he was run over by a terrorist driving a stolen van in the Westminster Bridge attacks of 2007.

Kevin Booth, vice-president of the European team, said: “We’re so grateful to Purpose Media for supporting us and for sharing our philosophy that the game of golf is for everyone and everyone deserves the opportunity to play it.

“All of our players have had to overcome challenges and have all got stories that will touch your heart, but when people see them play they are amazed by their ability with the golf club and the way they refuse to let their disability stop them from getting out on to a golf course.”

Matt Wheatcroft, managing director of Purpose Media and a keen golfer, has a very personal reason for wanting to support the Cairns Cup European team.

He said: “When I was 19 I suffered an injury while playing football and nearly had to have my foot amputated. Then, more recently, while on holiday I fell, broke my neck, and was inches away from being left paralysed.

“So when I first saw these Cairns Cup golfers I thought ‘that could have been me’, but I was totally unprepared for how incredible they are and what they’ve had to overcome.

“We’re really proud to be sponsoring the team and we’re confident that there will be a good turnout at the golf day. Even if they’re not a super-keen golfer, no-one can fail to be amazed at what these guys achieve — and playing against them is extremely inspirational.”

Established in 2008, Purpose Media employs 24 people and provides a full range of marketing services, including digital, web, creative and video.

To sign up to the golf day, go to

Pictured, from left, are Matt Wheatcroft, managing director of Purpose Media; Kevin Booth, vice-president of the Cairns Cup matchplay event European team; and Stephen O’Brien, managing director of S O’Brien Heating.