Tours announce 'Strategic Alliance'

Mon 18 Jul 2016

Tours announce 'Strategic Alliance'

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Sentosa, Singapore, July 18: The Asian Tour and the European 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.”
Ends.
About the Asian Tour
As the official sanctioning body for professional golf in Asia, the Asian Tour leads the development of golf across the region, enhancing the careers of its members while maintaining a commitment to the integrity of the game. The Asian Tour, through its membership of the International Federation of PGA Tours, is the only recognised pan-Asian professional golf tour in Asia. This unique feature positions the Asian Tour at the pinnacle of professional golf in Asia; providing its events with Official World Ranking status. Tour Partners include ECCO (Official Footwear Sponsor), FENIX XCell (Official Apparel Supplier), Fuji Xerox (Official Office Solutions Partner), Hilton Worldwide (Official Hotel Partner), Titleist (Official Web Partner), Bloomberg TV (Official International Media Sponsor), Bloomberg Businessweek Chinese (Official Business Publication Sponsor) and Rolex (Official Timekeeper). Sentosa, Singapore is the Home of the Asian Tour which also has an office in Kuala Lumpur. Also, visit us at www.asiantour.com, www.facebook.com/asiantourgolf , www.twitter.com/asiantourgolf , www.youtube.com/theasiantour and www.weibo.com/asiantourgolf
About The European Tour

The European Tour celebrates men’s professional golf on a global stage. In 2016, the European Tour International Schedule features 47 tournaments in 27 countries, all part of the Race to Dubai, the year-long competition which crowns the European Tour Number One at the end of the season, a title claimed in 2015 by Rory McIlroy for the third time. Since its formation in 1972, the European Tour has witnessed 25 Members celebrate a total of 51 Major Championship titles between them, enjoyed ten Members attaining the pinnacle of World Number One and has celebrated its diversity as players from 36 different countries have won on Tour. The European Tour also manages the Challenge Tour, which features 28 tournaments in 22 countries in 2016, and the Senior Tour, which features 13 tournaments in nine countries in 2016. It is also the Managing Partner of Ryder Cup Europe, the body which, alongside the PGA of America, administers golf’s greatest team contest, The Ryder Cup. The European Tour broadcasts live coverage of its tournaments to over 490 million homes in more than 150 countries every week, generating in excess of 2200 global broadcast hours for each event. It also enjoys the support of many of the world’s leading business brands with Rolex, BMW, Jumeirah Golf Estates, Emirates and Titleist as Official Partners.