Asian Tour and European Tour form new alliance

Thursday, July 9, 2009

asian tourSINGAPORE - The Asian Tour and the European Tour have joined hands to form an new alliance that will help take golf to a new and higher platform through greater synergy.

The two premier Tours who have had a partnership since 1999 during which they have held 56 co-sanctioned events, have established a new joint venture company called EurAsia Golf Ltd. The new company will have representatives from both Tours serving on the Board of Directors and it will be the point of contact for tournament promoters for all existing and new co-sanctioned tournaments including Senior Tour events.

The commercial, media and marketing departments of both Tours will work closely together with a specific team assigned to develop opportunities around all tournaments.

Both Tours feel this will help invigorate the game internationally by fortifying existing co-sanctioned tournaments, generating new competition at all levels and reinforcing relationships with sponsors, tournament promoters, national associations and regional professional bodies.

The 56 co-sanctioned tournaments held in the last 10 years have had a total purse of US $112 million working out to an average of $2 million per tournament. These events have been held across China, Hong Kong, India, Indonesia, Korea, Malaysia, Qatar, Singapore and Chinese Taipei with the winners including Ernie Els, Retief Goosen, Padraig Harrington, Phil Mickelson, Jose Maria Olazabal and Vijay Singh, all Major Champions.

Asian superstars have included Indias Jeev Milkha Singh and Arjun Atwal, Chinese Taipeis Yeh Wei-tze, Thailands Thongchai Jaidee, Thaworn Wiratchant and Chapchai Nirat, Koreas Charlie Wi and Chinese duo Zhang Lian-wei and Liang Wen-chong have won titles.

In addition the Asian Tour and The European Tour have been involved in 11 tri-sanctioned tournaments.

Kyi Hla Han, Executive Chairman of the Asian Tour, said: This alliance will be vital in terms of the global economic climate and enable us to focus on golf as the preferred sponsorship vehicle for international companies. The two Tours will work closely together in the best interest of both Memberships whilst retaining their individual identity.

We believe this historic collaboration will only serve to enhance the growth and development of golf.

George OGrady, Chief Executive of The European Tour, said: This alliance is born out of a 10-year working relationship between both Tours during which we have reached understanding on tournament field eligibility, suitable scheduling of tournaments, excellent venues, TV production and distribution and prize funds.

“What we now have is a company ideally positioned to not only exploit and enhance the product across the two continents but also to be easily accessible to international companies looking to develop their own individual strategy in both areas.

Han said the strengthening of co-operation between both Tours will create further opportunities for the regions players to establish themselves on the world stage.

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