European golf's DP World Tour has brought in Swedish robotic lawnmowing specialist Husqvarna as a new commercial partner, in a tie-up running through the 2027 season.
Through a deal unveiled today, Husqvarna becomes an official partner of two DP World Tour events – the Amgen Irish Open, and the Betfred British Masters (both on the Back 9 swing) – and a corporate partner of another tournament, the BMW International Open (held during the European Swing).
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Through the deal, Husqvarna will benefit through on-course and digital branding, showcases of its product at tournament villages, and access to the premium hospitality areas at each of the aforementioned three events.
This year's BMW International Open will be held from July 3 to 6, before the British Masters runs from August 21 to 24, with the Irish Open then taking place between September 4 to 7.
Husqvarna products, such as its range of mowers, are currently used across several top European golf courses.
Max Hamilton, the DP World Tour's executive commercial director, has said: "When looking to invest in a new sports sponsorship, our tournaments made perfect sense because we have an unrivaled diversity of players and tournament locations to choose from as golf’s Global Tour.
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By GlobalData“We have selected three tournaments for the partnership that are played in priority markets for their brand."
In terms of DP World Tour sponsorship activity, mid-April saw Abu Dhabi-based real estate developer Aldar expand its commercial relationship with the property through a deal also running until the end of 2027.
Aldar becomes the tour's official real estate partner, an overall marketing partner, and also a specific sponsor of another three tournaments initially – the Porsche Singapore Classic, the Volvo China Open, and the BMW PGA Championship.
Husqvarna, elsewhere in sport, also has a sponsorship deal with English Premier League soccer champions Liverpool, with that agreement beginning at the start of the 2024-25 campaign.
GlobalData Sport has valued that deal at $1.5 million annually.
Late last month, the DP World Tour unveiled a new Indian tournament, to take place for the first time in Delhi in October with a total prize fund of $4 million.
