Worldwide travel-centric search engine Skyscanner has today been unveiled as a commercial sponsor of the Solheim Cup, women’s golf’s top-tier teams event contested by Europe and the US.
Through a multi-year tie-up, the flights and hotels comparison brand will serve as the travel technology partner of the next two editions of the biennial team event – firstly in Virginia, US, later this year, and then in the Netherlands in 2026.
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Sports marketing heavyweight agency IMG acts as the management partner of the Solheim Cup in a deal running through 2038 and is thus in charge of securing commercial partners on behalf of the Ladies European Tour (LET) organization.
Specialist agency Women’s Sports Media was also involved in brokering the deal, which marks Skyscanner’s first global, multi-year sports sponsorship.
IMG has said Skyscanner aims to use the partnership to “empower golf fans to maximize their time and money when traveling for the love of the game.”
Alexandra Armas, chief executive at the Ladies European Tour, said: “Through the support of Skyscanner, the teams and supporters will be able to maximize their time and money when traveling to enjoy world-class golf competition and enhanced fan experiences. We are looking forward to further elevating this great competition for our passionate players, partners, and fans.”
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By GlobalDataSonja Balcer, Skyscanner’s director of affiliate and performance partnerships, added: “The Solheim Cup is an incredible, world-renowned sporting event and we’re looking forward to playing our part in what will no doubt be an amazing contest. It delivers on both our desire to build our brand presence at the intersection of women’s elite sports and sports tourism, as well as partnering with a global event.”
Similar to the men's Ryder Cup, the Solheim Cup is a transatlantic team competition, featuring 12 golfers from the LET against 12 from the US' LPGA Tour, chosen via a points system in each respective competition.
The global partners of the 2023 edition of the Solheim Cup were Ping, Costa del Sol (the event was held in southern Spain), and Rolex.
The 2024 Solheim Cup will be staged at Robert Trent Jones Golf Club in Gainesville, Virginia, from September 10 to 15.
The Bernardus course near Eindhoven, meanwhile, will stage the 2026 edition.
The 2023 Cup was the last held in an odd-numbered year, with the tournament to be held in even years from 2024 onwards to avoid clashing with the Ryder Cup.
