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The European Tour and PGA Tour announce strategic alliance

Two of golfs biggest corporations have joined forces in an unprecedented partnership, working side-by-side and potentially for the forcible future for the greater good of the game.

Amid the crisis of the coronavirus that halted both tours in early 2020, the two tours worked together to handle a crumbling schedule and put golf back on our TV screens. 

Representatives from the two tours announced they are forming a “strategic alliance” working together on commercial opportunities in the game including sharing of global rights in certain territories, working together on global scheduling, prize funds and playing opportunities for each tour’s respective memberships. More information was said to be announced in the future. 

Also, the PGA tour would acquire a small investment stake in the European Tour Productions (ETP), which produces and distributes content internationally for the tour. 

And, in a big step, the 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 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.

“Today’s 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, said, “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.”

Read the full statement here

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