This document discusses the globalization of golf and the potential merger between the Asian Tour and European Tour. It explores the relationship between the golf industry and sport and how globalization affects professionals playing on international tours. While there are concerns that a merger could diminish playing opportunities for Asian players or that European sponsors couldn't support local Asian events, the document argues that a merger is ultimately necessary for the long term survival and growth of both tours on a global scale to increase exposure, attract investment, and benefit players and the sport overall.

1. Golf Globalization: The
Sport Itself and the
Industry
Taking a Look at the Impacts the Sport of Golf and the
Golf Industry Have on Globaliztion

2. Golf as an Industry vs. Golf as a
Sport
 The relationship between the industry of golf and the sport of
golf is different for professionals than it is for the average
golfer.
 The golf industry provides courses, clubs, and gear. The
equipment part is not very diverse, but there are plenty of
courses outside of the country that get a lot of publicity all
around the world.
 Globalization plays a big part for professionals because the
players are from all over the world. They play different
courses across the country, and also play in different tours
across the country.

3. Asian Tour vs. European Tour
 Asian Tour CEO Mike Kerr supposedly resigned because he did
not want to merge with the European Tour. He believed that a
merge was more than likely to happen because the players on
the tour wanted it.
 Some players opposed it, though, because there were “fears
from some players that it would lead to diminished playing
opportunities and that they could be squeezed out by the bigger,
more powerful European Tour
 Opposing players can use a historical event as support with the
famous Anglo-Japanese Friendship treaty of 1854 and also the
1860 Convention of Peking. These historical events tell us that
Asian cultures don’t do well with globalized merges.

4. Player’s Perspective
 European Tour player and chairman of the European Tour
tournament committee Thomas Bjorn supports the merger
and says it is the only way forward for the Asian Tour.
 There is question and concern that the European Tour would
have a hard time supporting some of the “undercover” events
of the Asian Tour.
 Looking back at a historical perspective, it would be unlikely
that the Vietnamese would want one of their events to be
sponsored by Europeans because of the animosity they have
with Europeans and Americans

5. Involvement of European Players
 The Ho Tram Open is located in Vietnam, and a couple big
time European players by the names of Darren Clarke and
Sergio Garcia participated in the event. So this is another
positive for the merging of the two tours.
 When the public sees two big European names participate in
an Asian event, it more than likely advocates for the merge of
the two tours.
 This tournament was broadcasted live approximately 625
million households in over 180 countries. This is great for the
globalization aspect.

6. Golf’s role in Olympics
 This merge altercation is occurring at an intriguing time
because the sport just recently joined the Olympics
 The number of viewers golf gets in the Olympics will have a
huge impact on it’s role in globalization
 If the publicity is good during the olympics, it will more than
likely have a positive impact on the Asian and European Tour
completing the merge

7. Asian Tour’s Economic Presence
and Value
 The Asian Tour’s presence in the economy is relatively small
in the global market, so it is hard to attract players from
different parts of the world
 The Tour possesses a lot of opportunities that good players
from across the world may not be able to access or just
would not want to access on a bigger platform
 We have to take into account that professional golfers spend
most of their time traveling and staying in lodges and hotel
rooms, so most do not live the life they are perceived to have

8. Asian Tour and It’s Members
 The Asian Tour is a player owned business and is supposed
to represent the wants and interests of its members.
 The members of the tour should have the option to decline or
accept a merge of any kind that would make their
participation in the sport more upbeat and challenging
 In interest of golfers in general, it would make the most sense
to keep individual tours like this one and let it grow by itself

9. Questions that Need Answers
 Is the sport so big that it takes over the business aspect?
 Can the Asian and European Tours survive on their own?
 If these tours decide to stay on their own, will they still be
invested in?

10. Keys for Survival
 No matter how big a sport is, it will not be bigger than the
business aspect. Business trumps all.
 Both tours cannot survive on their own. Even though the
European Tour is bigger, it is still not big enough to draw in
enough publicity to survive. A merge is needed.
 If the Tours decide to stay on their own, they will be invested
in, but only in certain regions. Both need recognition across
the globe in order to grow

11. Current Business Situation
 Will a business be invested in no matter it’s growth?
 How big is recognition across the globe compared to just
regional?
 Should there be a merge even though it’s not in the players
best interest?

12. Take Action
 A business will not be invested in if it is not growing. It must
be moving in the right direction in order to be successful and
make it global
 Regional recognition is great because it brings close unit
business together along with the local people, but recognition
across the globe is the most important from a businees
perspective because you draw in more publicity which
usually turns into more income
 The merge should take place even if the players are against
it. You have to do what is best for the business. Even though
you might not get the best players, you will still have players
that will keep the business going

13. Publicity Across the Globe
 Would the European Tour have a hard time supporting small,
local events on the Asian Tour?
 How much does history play a role in expanding an industry
across the globe?
 What will happen to the business if it doesn’t grow?

14. The Challenge of Expanding
 The European Tour would have a very hard time supporting
small events on the Asian Tour because most of the players
participating in the event would be from that particular region.
The field of players would not be diverse
 History plays a role in expanding an industry across the globe,
but not that big where it would make a huge impact. Some
people look at the history of certain regions and see if they
succeeded or not. Whether they succeeded or not may play a
part in a decision but not big enough to affect a business
 If a business does not grow, some people think it will just stay
how it is. This is not true in most cases. Most of the time if a
business does not globally expand, it will just disappear

15. Key Roles of an Industry
 How big of a role do the players have in the tours expanding?
 How big of an impact do the broadcasts have on
globalization?
 What kind of role do the Olympics have on globalization?

16. Receiving Publicity
 Players have a big role on the tour expanding depending on
how well known they are. The more well known players there
are that support the merge, the more likely it is going to
happen. These kinds of players hold a big voice.
 Broadcasts play a big role in globalization because if it is a
big broadcast, it will help tour get publicity across the globe. If
the broadcast only covers certain regions, it will more than
likely make the industry suffer.
 The Olympics play a big role in this industry’s globalization
because it is a worldwide event. If the sport of golf gets a lot
of publicity, it will help the business

17. The Global Market
 How big of an issue is the Asian Tour’s small global market?
 Should the Tour complete the merge even though it’s not in
the best interest of the players?
 What would happen to the players if the tours didn’t complete
the merge?

18. Global Exposure
 The Asian Tour’s small global market is a big issue because it
currently does not get enough global exposure. If the merge
is completed, it’s global exposure will more than likely
increase
 The tours should complete the merge even though it’s not in
the best interest of the players. The tours must look at what is
best for the business before anything
 If the tours do not complete the merge, the players will not
get the global exposure they should. The better players will
likely get more global exposure if a merge was completed.

19. Final Thoughts
 The merge of these two tours will help globalize not only the
sport, but the industry of golf also.
 The sport of golf is well known across the world, but the
average golfer does not know of many courses in other
regions. If these tours merge, it will help advertise the
courses to viewers who are looking to play different courses
across the world
 Merging the tours will also bring light to good players of the
Asian Tour who didn’t get a lot of exposure at first. They will
be able to showcase their game in a global spotlight and
bring in viewers across the world

20. Works Cited
 Bethel, Elizabeth. “Golf’s Globalization Crisis: The Industry
vs. The Sport” Pro Golf Now. Web. 8 Jan. 2016.