European and Asian Tour announce strategic alliance

The Asian Tour and European Tour have announced a ‘Strategic Alliance’ which officially ratifies the relationship between the two Tours.

The alliance follows on from a detailed period of negotiations between the two organisations, sick which began last August, pharm and whose joint vision laid the groundwork for the 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.

The Tours will retain their own separate identity in terms of brand and logo, and will still be managed by their own individual Boards.

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.”