Rory McIlroy has been described as "a great ambassador for world golf" by new European Tour chief executive Keith Pelley.
The Canadian businessman, who succeeded George O'Grady earlier this year, is hopeful McIlroy will continue to support the European Tour for "many more years to come".
Pelley has McIlroy marked down for a key role in promoting golf in Europe over the next few years, and believes his presence will attract better quality fields throughout the season.
"Rory is one of the greatest ambassadors to the game of golf," Pelley told Reuters during last week's Porsche European Open. "His value to the European Tour is significant but his value to the world of golf is even more significant.
"He's charismatic, he's intelligent, he's well-spoken and he's everything you want in an ambassador. We are fortunate he is a member of the European Tour.
"There's no question Rory and some of the elite players are critical in the plans of the European Tour. But more importantly any time Rory plays golf and any time that Rory talks and speaks with the media, it is positive for our game.
"Anything that is positive for our game must be positive for our European Tour."
Learning experience
Pelley's first major decision after replacing O'Grady was to allow McIlroy a special exemption into the Race to Dubai Final Series despite the four-time major champion being unable to play the required minimum number of events on the European Tour this season.
McIlroy was sidelined for six weeks after suffering an unfortunate ankle injury just before the Scottish Open in July, and this was taken into account by Pelley.
"Dealing with the McIlroy situation was a good learning experience for me," he added. "It gave me the opportunity to understand all facets of the tour's regulations.
"We forensically looked at the entire process from a real, open and transport side and made the decision we felt was best for the tour, and it's been supported by the players.
"We looked at Rory's overall schedule and realistically, after chatting with independent doctors and Rory's team and analysing it from all sides, we were of the opinion he could play no more events than he has agreed to play.
"The European Tour is a members' organisation and we want to build and grow this together as it's not about the tour dictating which way to go. I want the players' input and to share ideas or concepts with them."