The European Tour and the Asian Tour have today announced a ‘Strategic Alliance’ which officially ratifies the relationship between the two Tours.
The ‘Strategic Alliance’ follows on from a detailed period of exclusive negotiations between the two organisations, which began last August, and whose joint vision laid the groundwork for today’s announcement.
The formalisation of the partnership will see the two Tours now work together to develop professional golf in Asia – from a new joint office in Singapore – combining commercial and marketing resources to explore and maximise opportunities for both Tours not only across the continent of Asia, but globally.
For members of both Tours this important development will also see a significant exchange of playing opportunities. The Tours will, however, retain their own separate identity in terms of brand and logo, and will still be managed by their own individual Boards.
Today’s announcement is a meaningful new chapter in the partnership between the two Tours which began in February 1999 when the first co-sanctioned tournament – the Malaysian Open – was staged at Saujana Golf and Country Club in Kuala Lumpur. Since then, there have been 95 co-sanctioned tournaments, with a further 14 events tri-sanctioned with either the Sunshine Tour or PGA Tour of Australasia.
Keith Pelley, Chief Executive of the European Tour, said: “Following successful discussions over the past year to develop our joint vision, we are delighted to announce this ‘Strategic Alliance’ which we believe will be of immense benefit to both organisations.
“We have enjoyed a very strong and prosperous relationship with the Asian Tour over the past 17 years, and this formalises that partnership, representing an exciting new era in our association.”
Kyi Hla Han, Commissioner of the Asian Tour, said: “The Asian Tour is delighted to formalise our ‘Strategic Alliance’ with the European Tour. This is a very positive step forward in our desire to further grow professional golf in Asia and around the world and we believe it will also greatly enhance the careers of our membership, who have embraced this exciting development.
“We are also confident a greater collaboration between the Asian Tour and European Tour will deliver a stronger product to our partners and appeal to new sponsors to get involved with the game. The future looks very exciting for the Asian Tour and European Tour.”