, a shipping process automation firm, has become the new title sponsor of golf’s prestigious Dubai Desert Classic.

The deal comes into effect in time for the tournament to become part of the top-tier Rolex Series for the first time in 2022., which has never put its name to a golf event before, becomes the title sponsor of the European Tour event, played annually at the city's Emirates Golf Club.

From the 2022 edition onwards, the Dubai Desert Classic will form part of the Rolex Series and, as such, will feature a prize fund of $8 million. 

Next year’s tournament will be held between 27 and 30 January.

Golfers with ambassadorial roles at already include Justin Rose, Viktor Hovland, Erik van Rooyen, Jennifer Kupcho, Bernd Wiesberger and Sepp Straka.

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By GlobalData

Keith Pelley, chief executive at the European Tour, said: “We are delighted to welcome as the new title sponsor of the Dubai Desert Classic, elevating the tournament to a new level.

“It is a real statement of intent that Slync’s first title sponsorship in golf will be as part of the Rolex Series, and we look forward to working together to build on the incredible history of the Dubai Desert Classic.”

The 2022 European Tour season is the series’ 50th-anniversary campaign.