Where does Matchroom go from here?
First the company has to solidify its tour and make it more predictable. That's part of how you attract players, fans, partners and advertisers.
Frazer said in an interview the other day that Matchroom will have 15 events in 2026. This year, MR put on 10 major events, including the invitationals (PLP, Reyes, Mosconi).
This is all part of a strategy to have a season of sorts, with a beginning and an end, as opposed to a discrete series of events. Something the fans can identify with.
Do well on the tour, and the best players would get an automatic spot or invite to a premier invitational event at the end of the "season."
While many fans think of the Reyes or Mosconi as glorified exhibitions, MR in its ideal world would like fans and players to see them as a playoffs of sort. Or at least something like the Ryder's cup.
Obviously Matchroom has a lot of work to do in this regard. We've debate the issues here repeatedly, so I won't rehash. It is worth noting that Frazer says the WNT will put on more events in the US, including junior events. The goal is to increase the talent pool to improve the Mosconi, the prize jewel of Matchroom's pool portfolio.
Is this enough to make pool mainstream? Probably not. And maybe pool will never be mainstream.
So what else can MR do?
Frazer's answer is this: Create stars and personalities. Create players fans can identify with. Create showmen who can draw crowds, advertisers and, who knows, maybe even TV cameras and media coverage.
Pool's own Luke Littler, if you will. You know, the young Darts star who got a big writeup in the New York Times recently.
This is why AJ Manas was added to the Reyes. Frazer has admitted as much. Matchroom wants a show. Matchroom wants drama. Matchroom wants controversy. Most of all, Matchroom wants stars - especially young ones who can attract a younger audience and have a big social media presence. Expect the WNT to push even more young and rising stars in the the future.
That's why Frazer loved the controversy over AJ's inclusion on the Reyes Asia team. From her viewpoint, controversy is great if it gets people talking. The worst thing for the sport is to be ignored, in her view.
Can she succeed? Will it work? I think the MR strategy is a sound one if properly executed, but I have my doubts.