US whiskey distillery Buffalo Trace Distillery has struck a a multi-tournament sponsorship agreement with golf’s DP World Tour (formerly the European Tour) for the 2023 season.

The deal, announced today (June 19), sees Buffalo Trace Distillery designated an official partner of the British Masters at the Belfry (June 29 to July 2) and an official sponsor of two Rolex Series events – the Scottish Open (July 14 to 16) and PGA Championships (September 8 to 11).

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Max Hamilton, group commercial director at the DP World Tour, said: “DP World Tour events have evolved to become full entertainment experiences, and our three UK summer events are a prime example of this.

“Our partners play a big role in enhancing them and in Buffalo Trace Distillery we now have one of the world’s pre-eminent spirits brands joining us. Their commitment to the time-honored tradition of whiskey making, while also embracing and pushing the boundaries of innovation, is something that resonates with the Tour.

“We look forward to working together, starting in the UK this summer, to deliver engaging and impactful experiences that excite our joint audiences.”

The partnership will be activated across DP World Tour’s media, social and digital, in-store, and on-course during the tournaments, as well as through a custom content series featuring top golfers.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

As the exclusive whiskey partner of the three tournaments, Buffalo Trace Distillery’s products will be available in hospitality and food and beverage concessions including its range of whiskeys and bourbons.

Andrew Duncan, global director of American whiskey at Buffalo Trace Distillery, said: “Buffalo Trace Distillery is proud to partner with the DP World Tour to introduce our portfolio of American Whiskey to golf fans around the world.

“Much like the process to create Buffalo Trace, Eagle Rare, or any of our other fine whiskies, developing the perfect swing takes patience, perseverance, exacting attention to detail, and passion for the craft.”

The partnership comes after the shock announcement that the DP World Tour and US PGA Tour had agreed to merge their commercial operations with the golf businesses of Saudi Arabia’s Public Investment Fund, including bitter rival the LIV Golf series. The move sees all litigation between DP World Tour and the LIV Golf circuit end.