However, concerning golf in Sweden, he is not firstly remembered for his record as a player, but for his contributions to popularizing the game and putting Sweden on the map of the world of golf. He toured around in Sweden as the main attraction in inaugurations and anniversaries at golf clubs, showing his popular golf clinic, playing exhibition matches and drawing attention in media and among people, who not formerly did know about the game. His successful efforts to organize exhibitions in Sweden with Arnold Palmer in 1968 and Jack Nicklaus in 1969, was followed by the professional invitation tournament Volvo Open, which took place in Sweden in 1970 and 1971. In 1973 the Scandinavian Enterprise Open tournament was established, with Tumba as its founder, and it soon became one of the richest ones on the European Tour.