The Asian Tour and IMG Media, a division of global sports and media company, IMG Worldwide, will join forces in an initial 12-year agreement designed to propel professional golf in Asia to greater heights.
This new and exciting partnership follows on from the success of IMG’s global representation of the Asian Tour’s media rights since January, 2009, which has resulted in worldwide distribution of the Asian Tour’s television packages to over 40 countries and 400 million homes.
This new and exciting partnership follows on from the success of IMG’s global representation of the Asian Tour’s media rights since January, 2009, which has resulted in worldwide distribution of the Asian Tour’s television packages to over 40 countries and 400 million homes.
The Asian Tour-IMG joint venture will emulate the foundation behind the success of European Tour Productions - a joint venture between IMG Media and the European Tour – which will inevitably fast track the live broadcast of all Asian Tour events through the combined resources of both organizations. The new joint venture company will manage all television production and global distribution, enhancing tour-wide sponsorship agreements for the Asian Tour beginning from January, 2011. This will ultimately benefit partners, sponsors and key stakeholders in the burgeoning area of Asian golf.
An expanded Asian Tour Schedule from 2011 will also greatly benefit from consistent, high quality pictures being delivered to its broadcast partners using the latest HD and future 3D broadcast technology via television, broadband and mobile.
Kyi Hla Han, Executive Chairman, Asian Tour, said: “This is a milestone development for the Asian Tour. We remain fully committed to establishing playing opportunities and increasing prize funds for our elite players in Asia, and a solid television platform will help the Asian Tour to achieve these goals. Given the strength of this landmark announcement, the Asian Tour is committed to staging a minimum of four new tournaments in 2011.
“During the time which IMG represented the Asian Tour’s media rights, we successfully signed up six new Tour Partners and introduced four new events. We are confident our players, sponsors, event promoters and partners will respond positively to a long-term relationship with IMG as they stand to benefit greatly through a stronger television structure and global representation.”
Han added: “This joint venture enhances the value for new tournaments on the Asian Tour Schedule. Our partnership with IMG, coupled with our alliance with the European Tour, offers the best platform for our talented players, sponsors and event promoters to grow with us. We believe in a strong industry which offers a level playing field to all parties committed to growing professional golf in Asia. Our strategy in establishing strong alliances with the best partners will lift the Asian Tour and our players to new and greater heights.
“Since becoming a players’ organisation in 2004, the Asian Tour has grown rapidly over a short period of time and we are fully committed in ensuring its continued success through this exciting joint venture which we believe will greatly enhance the landscape of professional golf in Asia.”
Key to the Asian Tour’s strengthening of its existing partnership with IMG is the latter’s proven track record in representing major golf events over the last 40 years including The Open Championship, US Open Championship, PGA Championship, Ryder Cup and World Golf Championships. IMG also has invaluable Tour experience with the LPGA and European Tour.
