Swedish robotic lawnmowing specialist Husqvarna is the new title sponsor of the British Masters, the annual golf event on the DP World Tour.
Through a multi-year tie-up unveiled today, that event now becomes known as the Husqvarna British Masters.
This builds on the existing agreement between Husqvarna and the DP World Tour - the Swedish brand was originally brought in by the golf organization as a partner of the British Masters, the Irish Open, and the BMW Invitational Open, last May.
It now holds British Masters title rights, with that tournament's previous title partner, Betfred, having let its deal to that effect expire.
The Betfred-British Masters tie-up was valued by GlobalData Sport as worth $3.5 million for the 2025 edition. The betting giant had held title sponsorship rights since the 2019 edition.
Max Hamilton, the DP World Tour's executive commercial director, has now said: "Husqvarna joined our partner family last year as an official partner to three tournaments, and, after the success of those campaigns, they were keen to expand their relationship with golf’s global tour.
"The British Masters holds a special place in tour history, so its new title partner should be an established brand within the golf sector."
This new deal also gives Husqvarna DP World Tour marketing rights.
Next year's British Masters - hosted by iconic former British golfer Sir Nick Faldo - will take place between August 27 and 30 at The Belfry near the city of Birmingham (its home since 2021).
Yvette Henshall-Bell, president for Europe at the Husqvarna Group, added: "Golf is the perfect stage to demonstrate the performance of Husqvarna’s robotic lawnmowers, already delivering world-class results at over 1,700 courses worldwide. This partnership marks a shared commitment to reinvent golf course maintenance for a new era."
In terms of DP World Tour sponsorship activity, earlier this month, Turkish Airlines extended its deal as title sponsor of the Turkish Open tournament.
The event will continue to be known as the Turkish Airlines Open for the 2026, 2027, and 2028 editions.
January has also seen the tour announce a new major commercial partnership with brewing giant Anheuser-Busch InBev (AB InBev) that will see the Michelob Ultra brand become its first official beer sponsor.
Husqvarna, meanwhile, is also a sponsor of English soccer heavyweights Liverpool, through a multi-year deal announced in July 2024.
