Global logistics heavyweight DP World has extended its major title sponsorship deal with golf's top-tier European Tour for the next decade.
Through an extension and expansion of the original deal between those two parties, signed in late 2021, the property will continue to be known as the DP World Tour until 2035.
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This new deal has been described as the largest in the tour's history, and also includes DP World continuing as its official logistics partner.
GlobalData Sport valued the first title sponsorship deal between the two parties – which had been set to expire at the end of the 2026 season – as worth $40 million annually and $200 million overall.
In addition, the brand will continue as title sponsor of the season-ending DP World Tour Championship in Dubai throughout the contract and act as a partner for another 15 tournaments each campaign.
Finally, the DP World India Championship will return next year, with the tour saying there is an ambition for that event to "become a regular fixture on the tour calendar."
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By GlobalDataGuy Kinnings, the DP World Tour's chief executive, has commented: "The first stage of our landmark title partner relationship has been focused on raising awareness globally of the DP World brand and building a strong pipeline of new business leads for their sector-leading services. Over the past four years, that has been a tremendous success."
Yuvraj Narayan, group deputy CEO and chief financial officer at DP World, added: "This long-term investment demonstrates our belief in the Tour’s future and our commitment to making golf more inclusive and sustainable. New events such as the recent DP World India Championship show how we are supporting the game’s growth and accessibility for the long term.”
The initial commercial tie-up between DP World and the European Tour was struck back in 2009.
In terms of sports sponsorships, DP World is also active across sailing, cricket (most prominently, through a deal with the ICC world governing body), and motorsport.
Meanwhile, Middle Eastern financial institution Emirates NBD – ultimately owned by the Dubai government – has struck a deal to become a partner of two Abu Dhabi events on the DP World Tour.
Through an agreement with that property unveiled yesterday, Emirates NBD has become the official banking partner of this year's DP World Tour Championship, and of the 2026 Abu Dhabi Championship.
Both tournaments take place in the UAE and form part of the DP World Tour's post-season playoffs.
The agreement comes in the build-up to the 2025 DP World Tour Championship, which will take place between November 13 (Thursday) and 16 at the Jumeirah Golf Estates course in Dubai. Next year's Abu Dhabi Championship, meanwhile, will run between November 5 and 8.
The deal entails Emirates NBD securing a prominent brand presence at both tournaments, including through on-course signage as well as "premium hospitality opportunities."
The bank is already a DP World Tour commercial partner, through a sponsorship deal it has in place with the Hero Dubai Desert Classic event.
Tom Phillips, the DP World Tour's director of Middle East, has said: "The DP World Tour Championship, the Abu Dhabi Championship and the Hero Dubai Desert Classic provide fans, players, partners and media with an elevated experience that can rival any major sporting event. Emirates NBD’s support will further enhance the experience, while also contributing to the continued growth of golf in the region.”
Other DP World Tour commercial activity from the last few months includes the tour bringing in golf-based ball tracking technology firm Trackman as a partner, with that agreement announced in mid-August.
At that point, Denmark-based Trackman became the launch monitor and ball tracing technology partner of the tour.
Emirates NBD, meanwhile, has previously acted as a commercial partner of the ILT20 franchise Twenty20 cricket league, which also takes place in the UAE and is title-sponsored by DP World.
