- New relationship sees Hilton move from supplier to Official Partner for three years
- New podcast and tournament fan engagement collaborations planned for 2018
- Hilton will sponsor the BMW PGA Championship, BMW International, Aberdeen Standard Investments Scottish Open and Italian Open as part of the deal
The European Tour has announced Hilton as an Official Partner for the next three years. Hilton has previously been a supplier to the European Tour and the new partnership will see Hilton sponsor the BMW PGA Championship, BMW International, Aberdeen Standard Investments Scottish Open and Italian Open in 2018.
The new deal will see the partnership work on a number of exciting initiatives including a revamp of the European Tour ‘Hilton Golfer of the Month’ activation to allow fans to vote for a winner, naming rights to the European Tour annual ‘Golfer of the Year’ Award and activation at each tournament on a unique ‘Hole in One’ competition which will allow Hilton guests to win a holiday – at the BMW PGA Championship should a hole in one be scored both the player and lucky fans will win flights and accommodation to the Seychelles . The European Tour and Hilton will also collaborate on a new ‘Life on Tour’ podcast, set to be launched later this year.
Also as part of the new agreement, Hilton will utilise the European Tour’s content and digital platforms to help drive brand awareness, grow its audience engagement and ultimately drive revenues.
Aligi Gardenghi, Vice President Marketing Europe, Middle East & Africa at Hilton said: “We’re delighted to upgrade our relationship with the European Tour by becoming an Official Partner. The European Tour provides us with an outstanding platform to showcase our portfolio of Hotels, deliver exceptional experiences to our guests and connect with passionate golf fans across the world we’re looking forward to be collaborating on a number of exciting initiatives this year and beyond.”
Keith Pelley, CEO of the European Tour, added: “Hilton has been a significant supporter and supplier to the European Tour of a number of years now and we are thrilled to commence a new relationship with them as an Official Partner. It is incredibly exciting to work even more closely with a brand of the scale and prestige of Hilton and we look forward to some exciting collaborations over the next three years.”
Hilton’s golf ambassadors currently include Chris Wood, Jamie Donaldson, Matteo Manassero and Bernd Ritthamer.
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THE EUROPEAN TOUR – CELEBRATING GOLF. WORLDWIDE.
About The European Tour
The European Tour celebrates men’s professional golf on a global stage. In 2018, the European Tour International Schedule will feature a minimum of 47 tournaments in 30 countries, including eight Rolex Series events, all part of the Race to Dubai.
Celebrating the global connectivity of the European Tour and Dubai, the Race to Dubai is a season-long competition to crown the European Tour’s Number One player, an honour which in 2017 went to England’s Tommy Fleetwood for the first time, and which, since 2009, has also been achieved three times by Rory McIlroy, twice by Henrik Stenson, and once each by Lee Westwood, Martin Kaymer and Luke Donald.
Since its formation in 1972, the European Tour has witnessed 27 Members celebrate a total of 53 Major Championship titles between them, enjoyed ten Members attaining the pinnacle of World Number One and has celebrated its diversity as players from 36 different countries have won on the Tour.
The European Tour also manages the Challenge Tour, which featured 27 tournaments in 21 countries in 2017, and the Senior Tour, which featured 16 tournaments in 12 countries in 2017 and which, from the 2018 season onwards, will be known as the Staysure Tour. It is also the Managing Partner of Ryder Cup Europe, the body which, alongside the PGA of America, administers golf’s greatest team contest, The Ryder Cup. In 2018, the 42nd staging of the biennial contest between Europe and the United States of America will take place at Le Golf National, France, from September 28-30.
The European Tour broadcasts live coverage of its tournaments to more than 490 million homes in more than 150 countries every week, generating in excess of 2,200 global broadcast hours for each event. It also enjoys the support of many of the world’s leading business brands with Rolex, BMW, Emirates and Titleist as Official Partners.