Standing on a specially constructed tee and under floodlights, Alexander Levy played his shot to the 156-yard par-3 hole to the backdrop of ''oohs'' from the crowd and with pyrotechnics going off around him. This was the Hero Challenge: an eight-man, one-hole knockout event played as a precursor to the British Masters tournament. It was the latest innovative event conceived by European Tour chief executive Keith Pelley, who wants to bring more entertainment to a sport that is seeing playing numbers dwindle. More...