The golf landscape has undergone significant changes in recent years, and one organization has been at the forefront of this evolution. See now, it is inevitable for every organization to go through a rough patch in their time in the industry but those who bounce back are the ones who are remembered later. With that in mind, Asian Tour CEO Cho Minn Thant opened up about the challenges the organization faced in recent years.

“It was tough because the market slowed down for us dramatically,” he recalled, in an exclusive interview with Bunkered. The association with LIV led to a backlash from the PGA Tour and DP World Tour, resulting in a significant slowdown in business. Many wondered if the Asian Tour would be able to recover from the setback. However, Cho’s perseverance and determination have paid off, and doors have begun to open again. The International Series has secured presenting sponsors in Macau and India, with leads for new sponsors in other Asian destinations.

This is a significant milestone for the organization, and Cho is thrilled to see the progress they’ve made. “Now, they’ve got legitimate sponsors and tournament partners,” he noted, highlighting the importance of these partnerships in taking the Asian Tour to the next level. Today, the Asian Tour is thriving, with a more global presence and increased attention from outside Asia. The prize purses have also increased, with the International Series boasting a minimum of $2 million. As the Asian Tour continues to grow and expand, Cho remains committed to promoting golf in the region and beyond.

With his leadership and vision, the Asian Tour is poised for even greater success in the years to come. As the sport continues to adapt and grow, you can’t help but wonder what’s next for golf, and right now, all eyes are on the looming question: will LIV Golf and the DP World Tour become unlikely allies or sworn rivals?

How do DP World Tour and LIV Golf’s future look?

Cho Minn Thant’s relationships with fellow chief executives are a crucial aspect of his role as Asian Tour CEO. When it comes to the medium-level tours, he enjoys a strong rapport, fostering collaboration and mutual support. His connection with DP World Tour CEO Guy Kinnings is particularly noteworthy, as they regularly communicate to ensure their schedules don’t clash, avoiding potential conflicts that could harm the sport as a whole. ” The DP World Tour, I’m still in contact with Guy and speak regularly. We don’t have a lot of business but we compare schedules and try not to clash big events in the same region”, he said.

While his interactions with PGA Tour Commissioner Jay Monahan are less frequent, Cho acknowledges that this is largely due to the limited business they currently conduct together. In the past, the Asian Tour was involved in the World Golf Championships, but with that partnership no longer in place, their communication has naturally decreased. “The PGA Tour, there is less contact but we don’t have that much business with the PGA Tour now anyways”, he continued. Despite this, Cho remains open to potential future collaborations, always seeking ways to grow and strengthen the Asian Tour.