Emily Frazer: ‘We’re taking pool to the next level’

As things start to heat up in the World Pool Championship in Jeddah, Saudi Arabia, we caught up with Matchroom Multisport CEO Emily Frazer to discuss the growth of World Nineball Tour and the future direction of the sport.

What stage is the World Nineball Tour at within its ‘journey’? 

We’re still in the very early stages of development, even though it may not feel that way given how much we’ve achieved. Yes, the Mosconi Cup has a 32-year legacy, but the World Nineball Tour as a proper global tour really began just a few years ago. In that short time, we’ve laid serious foundations—expanding the calendar, reaching new markets, and elevating the sport’s visibility. Of course, there’s still a long road ahead. We’re under no illusions—this is a work in progress. But we’re committed, we’re passionate, and we’re pushing hard every single day to take this sport to the next level.

What are the regions where pool is traditionally strong and where do you see the growth markets? 

The USA has always been a powerhouse for Nineball—it’s the birthplace of the game and the home of the Mosconi Cup. But what’s exciting now is the shift we’re seeing globally. Just five years ago, our calendar was UK-centric with modest attendances, aside from the Mosconi. Since then, we’ve expanded and invested in regions that are truly passionate about the sport. Vietnam, for example, has been a major breakthrough—launching the Hanoi Open was a key step in developing the Tour’s global reach. Every week, we’re discovering new talent and new territories. This is about building a truly international professional sport, and that’s what excites us most.

⁠What other sports or competitions do you look to for direction?

While snooker might seem the obvious comparison, it’s darts that I draw more inspiration from. Snooker is a beautiful sport, but it’s slower, more refined, and appeals to a different audience. Nineball is fast-paced, dramatic, and thrives off crowd energy.

Darts has done an exceptional job of transforming itself into a high-energy, entertainment-driven sport with a younger fanbase.

The rise of personalities like Luke Littler shows what’s possible when the product and the characters align. That’s where we want to take Nineball.

Can we expect to see any changes to format, ranking system, or season calendar in the near future?

Right now, it’s about taking things step by step. Every event is a learning curve. What worked? What didn’t? What can we improve? At Matchroom, we never stand still—we’re always looking at how we can do better, and that’s no different with the Tour. We’re constantly asking: how do we create more opportunities for players? How do we help them build careers and inspire the next generation? Any changes we make—whether it’s format, rankings, or scheduling—will be driven by that goal: making this the most exciting, professional, and rewarding tour in the world.

How are the World Championships progressing?

As expected, the World Championship stands apart—it’s the pinnacle. The atmosphere is electric, the pressure is real, and the stakes are huge. You can feel the intensity on and off the table. Now that we’re into the single elimination stage, that’s when things really heat up and the nerves start to show. One of the standout stories this year is Seo Seoa—an incredible performance, and such a powerful moment for the women’s game. Seeing the media attention and the impact she’s having globally is exactly what we want: more young girls inspired to pick up a cue and dream of being centre stage.

Second year in Saudi Arabia for the World Championships, what made this an attractive destination for this marquee event?

It’s an incredibly, exciting time for all Sport here in the Kingdom boosted, of course by its bold, Vision 2030 programme. So we’re proud we can continue building that legacy by staging our showpiece event in Saudi Arabia. We’re seeing huge growth in billiards across the region both in terms of participation and audience. They are 12 homegrown players in the competition alone, with players from over 40 countries across the world taking part. Plus, we have eight emerging Saudi stars for the future competing in the Junior edition.

All of the players are absolutely loving the experience of being here and playing in Jeddah, particularly with the first-class infrastructure we have in place. And that is one of the many reasons what makes this an attractive destination – and long may it continue.

Are there any untapped markets or new initiatives the tour is particularly excited about?

Absolutely—Southeast Asia is a massive focus for us. The fan base in that region is phenomenal, and we’re committed to bringing Nineball to every corner of it—not just for the fans, but for the rising talent that deserves a global platform.

In 2023, we launched the Hanoi Open, which is now heading into its third year. We also introduced the Reyes Cup—a Mosconi Cup-style event dedicated to showcasing Asian talent—and this year we’ve added the Philippines Open to the calendar. There’s real momentum building in Asia, but we’re just getting started.

At the same time, we’re expanding in the U.S. Following last year’s sold-out Mosconi Cup in Orlando, it was clear that demand is there, so we created the Florida Open—a brand-new U.S. Major on the Tour. And again, that’s just the beginning. Our goal is global: to make Nineball accessible, visible, and aspirational in every key region around the world.