European Tour and PGA TOUR announce 'landmark' Strategic Alliance

30 Nov 2020

By: Sport Industry Group

Golf’s two main tours, The European Tour and the PGA TOUR have announced a new ‘landmark’ Strategic Alliance, which will see the pair collaborate more closely in the coming years.

The move sees the PGA TOUR acquire a minority investment stake in European Tour Productions, while its commissioner, Jay Monahan, will also join the European Tour Board.

According to both tours, the organisations will work together on areas such as tournament scheduling, prize funds and opportunities for players. They will also collaborate more closely on commercial opportunities and global media rights.

“This partnership is an historic moment for the game of golf and is a fantastic opportunity for both the European Tour and the PGA TOUR to explore ways to come together at the very pinnacle of our sport and work in unison for the benefit of the men’s professional game,” said Keith Pelley, CEO, European Tour.

“[The] announcement is the formalisation of a closer working relationship between the tours in recent years. It was one which was crystalised earlier this year when both Jay and I were part of the working group containing representatives of the four Majors and the LPGA, a group which 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 ever 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 are making today.”

Jay Monahan, Commissioner of the PGA TOUR, 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.”