Strengthening of the Strategic Alliance
Last month the DP World Tour and the PGA TOUR moved to significantly strengthen not only their existing alliance but also help develop players to compete at the pinnacle of men’s professional golf, by unveiling a ground-breaking new 13-year operational joint venture partnership.
The partnership, through to 2035, builds on the success of the existing Strategic Alliance between the two Tours that was unveiled in November 2020 and which has already seen tangible benefits for members of both Tours, not least the co-sanctioning of the Genesis Scottish Open on the DP World Tour, alongside access for both memberships into the Barbasol Championship and the Barracuda Championship on the PGA TOUR.
DP World Tour CEO Keith Pelley “passionately” believes, “this move will significantly enhance the meritocracy that has successfully served the professional game on both sides of the Atlantic for more than 50 years.”
At what is a tumultuous time for the game, the unveiling of a 13-year JV partnership is another seismic moment in the power play for professional golf. It was no coincidence the announcement was timed as three of LIV Golf’s new rebels were being trotted out in Portland for a promotional presser ahead of the breakaway league’s second event.
In a nutshell, the “ground-breaking” deal through 2035 will see the PGA Tour increase its stake in European Tour Productions from 15 to 40 percent for an undisclosed but reported US$100 million. That will help fund a guaranteed increase in prize funds on the DP World Tour, from 2022’s already record payouts, over the next five years. More significantly, the top-10 players (not already exempted) in the DP World Tour Rankings from 2023 will earn PGA Tour cards for the following season.
A joint media release hailed the partnership as a clearly defined pathway to “the very pinnacle of the men’s professional game on the PGA Tour”. DP World Tour members will now have “direct and formal access” to the PGA Tour and beneath that, players from the Sunshine Tour and ISPS Handa PGA Tour of Australasia, with whom the DP World Tour already has existing strategic alliances, now enjoy a formal pathway to the DP World Tour.
The DP World Tour will also work closely on the development and implementation of the new international events announced by PGA Tour Commissioner Jay Monahan last month. DP World Tour members will gain access to those events, one of those has been touted to take place in the Middle East from 2023.
“Our two tours have undoubtedly drawn closer over the past few years and today’s announcement strengthens both tours for the betterment of both memberships,” said Pelley.
“It is a natural extension and progression of what we have been doing over the past few years and I passionately believe that this move is the right thing for our players, our Tour, our fans, and the game of golf in general.”
It was a sentiment, not unsurprisingly, echoed by Monahan who will be relieved LIV Golf’s overtures to the DP World Tour (which Pelley acknowledged Tuesday) haven’t resulted in a further fracturing of the pro game. This despite a reported split in the DP World Tour membership, some of whom have asked for stiffer sanctions against LIV Golf defectors and others who have called for Pelley to spurn the PGA Tour for a lucrative deal with the Saudi-funded rebel league.
“It was clear from the outset that our strategic partnership with the European Tour Group was a powerful agreement for both sides, and we are thrilled with today’s announcement of this expanded partnership,” Monahan said.
“We will continue to collaborate on a global schedule and key commercial areas as we draw our organisations and memberships even closer together while innovating to provide the most entertaining and compelling golf possible to fans around the world. On behalf of the PGA TOUR, I want to credit and commend Keith Pelley and his team at the European Tour Group for their incredible commitment to this effort.”
