European Tour taking a big risk with Rolex Series strategy

In launching the Rolex Series, the European Tour needs to be very careful not to arouse the commercial juggernaut that is the PGA Tour, writes John McHenry.

The commencement of the Dubai Duty Free Irish Open at the beautiful Portstewart Golf Club this morning marks yet another significant milestone for the European Tour’s Chief Executive Keith Pelley.

As someone whose core philosophy is that, first and foremost, the European Tour is a golf entertainment content company, Pelley has not been shy to experiment in a world where time generally passes slowly by.