Keith Pelley

Golf Asia

April 2018

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

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.