As the PGA Tour of Australasia embarks on a new relationship with the European Tour, a new face has taken the reins in Europe.
Canadian Keith Pelley yesterday began his role as chief executive of the European Tour, promising to expand its already high global profile.
The 51-year-old brings a deep knowledge of professional sport and media, having worked across both industries for the past 30 years.
Formerly president of the Rogers Media conglomerate in Canada, Pelley was also boss of Canada’s Olympic Broadcast Media Consortium for the Vancouver 2010 Winter Olympics and formerly the CEO of the Canadian Football League’s Toronto Argonauts.
“Over these past three months (since the appointment was announced), I have travelled and spoken to many people involved with The European Tour and I have been encouraged to find that the tour already has a highly regarded reputation worldwide – naturally I will be seeking to build and expand on that in the years ahead,” he said.
Pelley is just the fourth chief executive of the European Tour, following in the footsteps of its founding father John Jacobs (1971 – 1974), Ken Schofield (1975 – 2004) and George O’Grady (2005 – 2015).
Thomas Bjorn, a 15-time European Tour winner and chairman of the tournament committee, welcomed Pelley.
“Having spoken with him on numerous occasions I am very much aware of the desire he possesses to drive the Tour forward in every direction, which can only be good news for everyone associated with European golf,” Bjorn said.
The Australian PGA Championship from December 3-6 will be co-sanctioned by the European Tour, offering berths in the 2016 WGC-Bridgestone Invitational and BMW PGA Championship in England to the winner.