Asian Tour adds programming on Bloomberg TV
Monday, June 20, 2011
In a continuing push to expand its media exposure, the Asian Tour has partnered with Bloomberg Television to create a highlights show.
The agreement was negotiated by Asian Tour Media, a joint venture between the Asian Tour and IMG Media. The entity’s original agreement for 12 years was reached with the goal of developing the game in Asia. The tour’s latest deal gives it the potential to reach Bloomberg’s 290 million households.
Programming on Bloomberg began with highlights of last week’s Queen’s Cup, which was held at the Santiburi Samui Country Club in Thailand.
“With our new agreement, the profile of the Asian Tour, our highly talented players and valued sponsors will be greatly enhanced through the exposure on one of the leading news broadcasters in the world,” said Kyi Hla Han, the Asian Tour’s executive chairman.
The Asian Tour’s television footprint has grown significantly during the past 12 months and includes new broadcasting agreements with Golf Channel in North America, Latin America and Japan.