Michael Cole

CTO, European Tour

Michael was appointed as the CTO for the PGA European Tour in November 2017, with the responsibilities extending across Digital Systems, Scoring Systems, Technology Infrastructure and Data Management including Official World Golf Rankings.

Formerly, Michael was CEO And Co-founder for TrueGold Communications, a sports marketing agency specialising in technology-based global sport sponsorship, supporting the number of Olympic Games and sponsors for Rio2016, Pyeongchang 2018 and Tokyo2020, as well as the 2019 Pan American Games in Peru.

Prior to this, Michael was the London 2012 Marketing and Communications Director for BT Global Services, responsible for activating BT Global Services’ highly successful London 2012 Olympic and Paralympic Games marketing campaign worldwide, as well as being responsible for operational and crisis communications across BT’s highly acclaimed London 2012 Delivery programme.

Michael led BT to being awarded a number of industry accolades for its performance throughout the London 2012 Olympic and Paralympic Games, including recognition for the company that provided the greatest corporate contribution to the success of London 2012, and helped secure BT’s position into the Global 100 brands for the first time in its history.

Michael worked extensively with the London Organising Committee of the Olympic Games, and with 25 years of experience in the technology industry, remains a regular speaker at international sporting conferences as a global thought-leader discussing the role of sponsors and the impact of technology on major sporting events.

Michael was also a member of the Paralympics Ireland commercial advisory board, remains a member on the executive board of UK Government’s Department for International Trade Global Sports Advisory council and a business adviser to StreetGames, a British-based sports charity.