Keith Pelley

Two years ago, Keith Pelley took on the challenge – or as he prefers to say, ‘opportunity’ – of resuscitating an ailing European Tour. We talk to the Canadian about the many initiatives he has implemented and how he plans to continue carrying the fight to the PGA Tour

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European Tour chief executive Keith Pelley is a dapper fellow. Always immaculately dressed – the outfit invariably set off by a pair of matching eyeglasses – the 53-year old Canadian stands out among professional golf’s generally dull administrators. He’s full of ideas, too. During his two-year tenure, several trend-setting initiatives have brightened the European Tour landscape. By way of example, the Tour’s social media team has created a series of fun and informative features that highlight the human and humorous side of the players. And next year, the Austrian Open will feature a shot clock, with penalties in place for anyone taking longer than 40 seconds to hit the ball.

But is Pelley really making any significant progress in his quest to create a product that can really compete with the financial juggernaut that is the PGA Tour? On the eve of the 2016/17 season-ending DP World Tour Championship in Dubai, Pelley sat down with John Huggan to answer those questions and a few more besides. A day later, Pelley asked if the interview had gone well. “I’m not sure I was on my best form,” he said. You can judge for yourselves.

You've been in your job a wee while now. What are the things you are most proud of so far?

I think we’ve made some positive steps as of now. But there is still a lot of work to be done. I’m very excited at how well the Rolex Series of events has turned out this year. It has been a very positive aspect of our business, one that has certainly been very well supported by our players.