When new European Tour CEO Keith Pelley joined us in August and said he wanted to be involved in all areas of the company, he was serious!
Pelley took time away from his office to get behind the wheel of a brand-new Toro mower in Dubai last month as the Tour agreed a new partnership with the turf machinery and irrigation product manufacturer.
Toro has signed a new three-year agreement to continue a successful 15-year relationship with the European Tour.
The partnership includes the European Tour, Senior Tour and Challenge Tour across Europe, the Middle East, Africa and Asia, reflects Toro’s position as the market leader in golf.
“After a full market analysis, we are proud to see Toro come out on top and be selected by the European Tour as the best partner to meet their needs,” said Andy Brown, corporate account manager for Toro’s International Business.
“There was, as always, significant competition, but the quality of Toro products combined with local dealer support and the fact that most European Tour venues are existing Toro customers, we believe was a key differentiator.”
Toro turf equipment and irrigation products will continue to assist the European Tour in the presentation and playability of the courses to provide the best possible conditions for players, promoters, sponsors and the watching public. With a large majority of the European Tour venues already using Toro equipment and irrigation means that most operators will be able to use additional machines without the need for extensive training.
“The contract runs from 1 January 2016 to 31 December 2018 and signals the start of the next era between the Tour and Toro” says Darren Redetzke, Vice President of International Business. “Toro has very similar goals to the European Tour in that we are constantly focused on innovation, sustainability and pushing the boundaries. Together, we are committed to helping grow the game among players and fans, and we are truly delighted to be asked to pair up again and extend our strong, long-standing relationship even further into the future.”
Keith Pelley, CEO of the European Tour, said “Having our golf courses prepared and presented to the highest standard is an essential part of providing the best possible playing experience for our members, which is one of our key priorities. Toro’s products and equipment play a vital role in us achieving this, so we are delighted to extend our long-standing relationship with them to help ensure these high standards continue to be met.”
