The European Circuit officially announced this Thursday the news that was advanced by the Canadian media group The Sports Network and picked up by Ten Golf. Keith Pelley is leaving the DP World Tour after eight and a half years as CEO to join Maple Leaf Sports & Entertainment Ltd (MLSE) in his native Toronto.
Canadian Pelley has been the fourth CEO of the European Tour since its inception in 1972. He joined on August 3, 2015 from Rogers Media, where he served as president. He replaced George O’Grady. Since then, he has overseen a transformative period on the circuit.
He will return to Toronto to become the fifth president and CEO of MLSE, one of the world’s leading sports and entertainment organizations, whose brands include the Toronto Maple Leafs (NHL), Toronto Raptors (NBA), Toronto Argonauts (Canadian Football League) and Toronto FC (MLS), as well as the Scotiabank Arena, considered one of the best sports and entertainment venues in the world.
Guy Kinnings, current Deputy Managing Director and CEO of the Ryder Cup Europe, will become the new CEO of the European Tour starting Tuesday, April 2, 2024, thus ensuring a smooth transition.
Pelley has written a farewell letter:
“It has been an incredible honour to be the CEO of this wonderful institution for the past eight and a half years.
When I arrived from Canada in 2015, I set out to create a culture of innovation and grow the prizes and the Tour for our members, ensuring we attract a new, younger and more diverse audience.
We have done that and much more because our players, staff, partners, broadcasters and fans have fundamentally embraced this philosophy that we are in the entertainment industry. Therefore, I would like to thank everyone for their support and commitment to innovation and the evolution of our sport.
This position at MLSE and the opportunity to collaborate with the sports teams of my hometown, Toronto, was an opportunity I could not resist. It’s something I’ve always wanted to do at some point in my career and I’m very grateful to have been given this opportunity.
Similarly, I am eternally grateful for the incredible experiences that my family and I have lived with the Tour over the past eight and a half years. I am also fortunate to be able to pass the baton to someone as immensely experienced and respected as Guy, who I have no doubt will ensure that the Tour continues to thrive for many years”.
Under Pelley’s leadership, the European Tour group introduced the Rolex Series, the partnership with DP World, the G4D Tour for golfers with disabilities, mixed events with the LET and LPGA and organized two of the most successful Ryder Cups ever played on European soil, in Paris in 2018 and in Rome in 2023.
He also led the Tour during the Covid 19 pandemic, negotiated the full acquisition of European Tour Productions and formed Strategic Alliances with the PGA TOUR, the Sunshine Tour and the PGA Tour of Australasia. Similarly, he established bridges with other Tours of the world, as part of an effort to make global golf more aligned. Since December 2022, he is also President of the International Golf Federation.
Eric Nicoli, chairman of the European Tour group, has noted: “Keith has been a truly transformative leader, both for our Tour and for global golf. Many of the changes we continue to see today in the game are directly or indirectly due to his commitment to innovation and growth over the past eight and a half years. His impact should not be underestimated and our strong succession planning means that we have fully prepared for this and that he hands over to Guy, another figure who inspires great respect throughout our industry. Therefore, we thank Keith for everything he has done for the group and for the game of golf since 2015 and look forward to a smooth transition when Guy takes over in April”.
Kinnings joined the European Tour in 2018. He oversaw the 2023 Ryder Cup in Rome and has extensive experience in a large number of positions in all aspects of golf, including his previous role as global director of IMG’s golf division.
Kinnings has stated: “It has been a privilege to work closely with Keith since I joined the Tour in 2018. He set out to transform the European Tour and, indisputably, he has done so. It will be a great honour to take on this role in April and I am immensely proud to have been given this responsibility. I will continue to work closely with Keith, Eric and the Board over the next three months to ensure a smooth transition. I am looking forward to working with our players, staff and partners in the game to continue building on everything our Tour has achieved in recent years”.
