Compared to their U.S. counterparts, European Ryder Cup golfers carry an added motivation to uphold the honor of their individual countries. Double dedication to team and nation is an edge that many consider truly vital to Europe's recent dominance. An American player simply lacks that second cause for which to fight. On the business side of the Ryder Cup, there is a similar transatlantic discrepancy. Europe goes through a clamorous competition among nations and venues over where the home Ryder Cup matches will be played every four years. For an American state, city or club to become a host site, it is still a commercial jackpot and a point of prestige, but the process isn't subject to bidding and politicking, as happens across the pond. Thafs why economic-impact data are a bit more important to European host sites. This year, as Scotland's premier golf destination, Gleneagles, plays host to golf's three-day celebration of match play, consultants and analysts will be busily calculating the windfall. Measuring not just the pounds spent but also the public relations value received, experts from the Sport Industry Research Centre of Sheffield Hallam University will deliver a verdict on the worth of Scotland's investment in hosting the competition.
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