European golf’s DP World Tour has today (February 1) announced a multi-year commercial deal with UK-based financial services firm Standard Chartered.

The company has been designated as both an associate partner and an official banking partner.

Through the tie-up, the bank has secured visible branding across the tour’s various media and digital platforms, as well as “access to the tour’s premium hospitality services and exclusive pro-am experiences at tournaments on the tour schedule.”

In terms of specific events, Standard Chartered will become an official tournament partner for both the Singapore Classic and the BMW PGA Championship.

These aspects of the deal will “afford additional on-course branding opportunities, as well as golf clinics hosted by professionals at these tournaments.”

Simon Cooper, the Standard Chartered chief executive (CEO) of corporate, commercial, and institutional banking, and chief executive for Europe and the Americas, said: “Standard Chartered has a presence in Europe and the Americas, Asia, the Middle East, and Africa, and through these tournaments, we’ll be able to offer exclusive golf experiences to our clients in several of the bank’s key markets.

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"We’re also looking forward to working closely with the DP World Tour on joint sustainability initiatives throughout our partnership.”

Guy Kinnings, the DP World Tour’s deputy CEO and chief commercial officer, added: “Standard Chartered is a global business with a presence in 59 of the world’s most dynamic markets. The DP World Tour’s truly global footprint and golf’s growing popularity made us an attractive proposition to further build their brand across the globe, as did the fact that sustainability is such an important priority for both organizations.”

Both bodies have said they will also collaborate on sustainability projects during the length of the partnership.

In mid-December, the DP World Tour extended its commercial tie-up with the BMW German automotive giant until 2027.

The renewal means the car brand will maintain its position as title sponsor for the BMW International Open in Munich and for the BMW PGA Championship in London until 2027. The latter deal has been in place since 2005.

Other DP World Tour partners, meanwhile, include Emirates, Rolex, and Zoom.

For Standard Chartered, their primary sports sponsorship involvement in recent years has been their long-standing partnership with Liverpool, of English soccer’s top-tier Premier League. The latest renewal of that partnership came in July.

Elsewhere, the Ladies Professional Golf Association (LPGA) has announced that a behind-the-scenes documentary series called ‘Drive On: LPGA All Access’ is set to air.

The first-of-its-kind series will be shown on the LPGA online and mobile sites, as well as on YouTube.

‘Drive On’ aims to “give fans a beyond-the-course glimpse into the lives of some of the best golfers in the world …” and will feature behind-the-scenes moments from players such as Gemma Dryburgh, Jodi Ewart Shadoff, and Ashleigh Buhai.

The first episode will air on February 6, with the series to focus on storylines from the 2023 season, “with exclusive moments between players on and off the course …”

The toldright video production firm, and executive producer Adam Hertzog, are producing the series in partnership with the LPGA.

Brian Carroll, executive vice president of global media distribution and partnerships for the LPGA, said the docu-series will be "an excellent opportunity to continue showcasing the many stories and personalities of LPGA Tour athletes and give fans a peek into what goes into life on tour."

US men's golf's PGA Tour will be the focus of a Netflix series entitled 'Full Swing', which will debut on February 15, as golf joins the ever-growing list of sports looking to expand revenues and audience numbers through behind-the-scenes documentaries of this nature.

Yesterday, meanwhile, the LPGA canceled a planned Chinese tournament because of Covid-19 for the fourth year in a row.

The tour has announced that its Blue Bay LPGA competition, originally set for March on China’s Hainan Island, has had to be canceled.

That event was last held in 2018, with the 2019 edition canceled because of an LPGA tournament reshuffling and then the next four iterations having all fallen prey to the pandemic.