Golf's DP World Tour (formerly the European Tour) has extended its deal with the Emirates airline covering the end-of-season DP World Tour Championship until at least 2027.
That represents a five-year extension to the existing deal between the tour and Emirates, which has been a partner of the season-ending Rolex Series event in Dubai since 2009.
Under the renewal, announced today (November 22), Emirates will benefit from a significant branding presence across the tournament (including at a hospitality chalet), activation at the Championship Village, and a team participating in the Pro-Am event. Cabin crew from the airline will also take part in the tournament's prizegiving ceremony.
The overall relationship between Emirates and the DP World Tour began in 1989 when the airline became the title sponsor of the Dubai Desert Classic at the Emirates Golf Club.
It became an official partner of the tour in general in 2014 and recently extended that deal until 2024.
Guy Kinnings, deputy chief executive and chief commercial officer at the European Tour Group, said: “Emirates are one of our longest-serving partners and I’m delighted that they have decided to extend our partnership at the DP World Tour Championship, Dubai, until the end of the 2027 season.”
Boutros Boutros, Emirates Group’s divisional senior vice president for corporate communications, marketing, and brand, added: “We’ve been together since the first tournament was staged back in 2009 and the event continues to provide a great platform for us to engage with golf fans in the United Arab Emirates and around the world, as well as helping us connect with our clients in a wonderful environment as we continue to scale up our brand presence on a global scale.”
Yesterday (November 21), the DP World Tour announced that its season-long points competition will be renamed the Race to Dubai Rankings in Partnership with Rolex starting next year.
The change is a return to the same moniker the competition used from 2009 to 2021 before being renamed DP World Tour Rankings in Partnership with Rolex for the 2022 season.
The 2023 Race to Dubai will begin from November 24 to 27, 2022, with two tournaments – the Fortinet Australian PGA Championship and the Joburg Open in South Africa – co-sanctioned with the DP World Tour’s strategic alliance partners the IISPS Handa PGA Tour of Australasia and the Sunshine Tour, respectively.
It will end with the $10-million DP World Tour Championship which will take place at Jumeirah Golf Estates for the 15th consecutive year from November 16 to 19, 2023.
Other DP World Tour partners, meanwhile, include Rolex, BMW, Emirates, and Zoom.