After nearly a year of negotiations between the two organizations, the European Tour and the Asian Tour have formed a strategic alliance.
What does this mean? The two Tours will now work together to develop professional golf in Asia, combining commercial and marketing resources to maximize opportunities for both of them. While they will retain their own identity of brand and logo, the alliance will see a significant exchange of playing opportunities for members of both Tours.
“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 organizations,” Keith Pelley, Chief Executive of the European Tour, said. “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.”
“The Asian Tour is delighted to formalise our ‘Strategic Alliance’ with the European Tour,” Kyi Hla Han Commissioner of the Asian Tour, said. “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.”