European golf’s DP World Tour (formerly the European Tour), has today (September 28) announced the extension of its commercial deal with the Emirates airline until the end of 2024.
The deal, stretching across the next two seasons, will see Emirates “benefit from highly visible branding across 21 DP World Tour tournaments and the tour’s media and digital platforms …”
The United Arab Emirates brand will also once again secure access through the partnership to the tour’s hospitality services, as well as to experiences such as Pro-Am tournaments for sponsors’ guests.
In addition, the airline will have official tournament partner status for 14 events on the tour’s calendar.
Finally, Emirates will create a content strand entitled Emirates Fly Better Moments that will “showcase exciting moments from tournaments via the tour’s digital platforms.”
The relationship between the DP World Tour and Emirates stretches back to 1989 when the airline became of title partner of the Dubai Desert Classic event.
The next step, securing the status of official tour partner and official airline of the tour, was taken in 2014.
Since 2009, the airline has carried over 600 professional golfers to and from Dubai around the season-ending DP World Tour Championship.
Sir Tim Clark, president of the Emirates airline, said: “We’re delighted to extend our partnership with the DP World Tour. The tour continues to grow in prominence, attracting the best international golf players and providing us a platform to engage with golf fans on a global scale.”
Guy Kinnings, the European Tour Group’s chief commercial officer and deputy chief executive, added: “Emirates are one of our longest serving partners and I’m delighted that they have decided to extend our partnership until the end of the 2024 season. As an airline that connects the world, they continue to benefit from aligning their brand with a truly global tour.”
Other DP World Tour partners include Rolex, BMW, Emirates, and Zoom, while in May the tour extended and expanded its association with international hotel chain Hilton through a three-year partnership.
Through that deal, Hilton became the official hotel of the 2023 Ryder Cup, the next edition of the teams' competition between Europe and the US, which will take place in Rome, Italy, from September 29 to October 1 next year.
Emirates’ most recent sporting tie-up, meanwhile, came in late July when the airline extended its long-standing sponsorship of the men’s Rugby World Cup (RWC) to cover the next two editions.
The renewal will see Emirates continue as a worldwide partner of the 2023 and 2027 Rugby World Cups to be staged in France and Australia, respectively, and extend its official sponsorship of World Rugby match officials until 2027.
The airline has also extended its sponsorship of the Roland Garros grand slam tennis tournament until 2027 this year, with that renewal coming in early June.