Did the European Tour need PGA cash?

The strategic alliance might be driven by necessity

The European Tour and PGA TOUR today announced a Strategic Alliance but it begs the question as to what were the drivers behind this partnership. The PGA Tour is acquiring a minority stake in the European Tour Productions, the European Tour’s Media Production company and so perhaps cash is the driver.
It is clear that the COVID-19 pandemic has hit both the European and PGA Tours but the Americans seem better placed to weather the storm. Despite both tours losing a big chunk of their 2020 schedule, it is generally considered that the PGA Tour had more significant resources.

One element of the partnership is that PGA Tour Commissioner Jay Monahan will take a seat on the Board of the European Tour. However, there is no mention of European representation on the PGA Tour. Hardly a partnership of equals!

“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.”
Keith Pelley, Chief Executive of the European Tour

We have already seen a quasi takeover of the Ladies European Tour by the LPGA and with this announcement it may suggest the writing is on the wall for the men’s game.

“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.”
Jay Monahan, Commissioner of the PGA TOUR

Two worldwide tours for both the men and the women is probably the natural outcome over the coming years and this will help see off the likes of the Premier Golf League and keep control of the game and all-important media rights.