The European Tour and PGA TOUR heralded a significant new era for global golf with a historic announcement of a Strategic Alliance. The landmark agreement will see golf’s two major Tours explore all facets of collaboration, working together on commercial opportunities including cooperating on global media rights in certain areas.
This opportunity will come through part of the arrangement which sees the PGA TOUR acquire a minority investment stake in European Tour Productions(ETP), the media production company, which produces and distributes content internationally. One element of the partnership which can be confirmed is the fact that PGA TOUR Commissioner Jay Monahan will take a seat on the Board of the European Tour.
Keith Pelley, Chief Executive of the European Tour said, “this partnership is a historic moment for the game of golf and is a fantastic opportunity for both tours to explore new ways to come together at the very pinnacle of our sport and work in unison for the benefit of the men’s professional game. Today’s announcement is the formalization of a closer working relationship between the Tours in recent years. It was one which crystalized when both Jay and I were part of the working group containing representatives from all four majors and the LPGA, a group that helped shape the remainder of the golfing calendar for 2020 during unprecedented times.”
“We shared the challenges of working through a year neither of us could have imagined and we found definite synergies in many areas of our respective tours. That gave us the impetus to move forward together and arrive at this momentous announcement we have made.”
Commissioner Jay Monahan added, “we are thrilled to announce this further strengthening of our partnership with the European Tour, and we look forward to working together for the benefit of the men’s professional game and for golf fans around the world.”