The DP World Tour and Emirates have signed an extension to their partnership agreement that will see the international airline remain an Official Partner of golf’s DP World Tour until the end of the 2024 season.
As part of the agreement, Emirates will benefit from highly visible branding across 21 DP World Tour tournaments and the Tour’s media and digital platforms, as well as enjoying access to the Tour’s premium hospitality services and exclusive Pro-Am experiences. Emirates will also have Official Tournament Partner status at 14 events on the DP World Tour calendar each season.
Emirates will continue to be a partner of the Tour’s Virtual Eye, which is an animated graphics system delivered through live television broadcasts, providing real-time positioning and information about player performance and statistics. In addition, a new Emirates Fly Better Moments content strand will showcase exciting moments from tournaments for fans via the Tour’s digital platforms.
Emirates is one of the world’s largest international airlines connecting customers to more than 130 destinations across six continents via Dubai with its modern fleet of Boeing 777 and Airbus A380 aircraft. The partnership between Emirates and the DP World Tour stretches back over 30 years, after Emirates became Title Partner of the Dubai Desert Classic in 1989. Emirates then became a Partner of the season ending DP World Tour Championship, Dubai in 2009, and became an Official Tour Partner and Official Airline of the Tour in 2014.
Sir Tim Clark, President 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. Fittingly, the DP World Tour Championship culminates in Dubai, bringing visitors and global attention to Emirates’ home city which has also grown to become one of the world’s leading golfing destinations.”
Since 2009, the airline has carried more than 600 professional golfers to Dubai to play in the season ending DP World Tour Championship, bringing together more than 200,000 golf enthusiasts to watch the exciting tournament.
Guy Kinnings, Deputy Chief Executive and Chief Commercial Officer of the European Tour group, 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 – and our footprint continues to expand into new countries each season. We also benefit from Emirates’ extensive sports partnerships experience and proven track record in connecting sports fans to their passion.”
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About Emirates
Beginning with the first powerboat race held in Dubai in 1987, Emirates has gone on to sponsor numerous high-profile sports teams and events, from football and tennis to golf, motorsports and horse racing. One of the most prolific and recognisable brands in sports, the Emirates brand is worn by top flight football clubs including Real Madrid and AC Milan, as well as international cricket and rugby match officials. The airline also sponsors the coveted Emirates FA Cup, is a global partner of F1 and sponsors of Team Emirates as well as the Dubai World Cup and Team Godolphin.
Emirates also contributes to vibrant communities through music, film and literature by sponsoring international symphonies, festivals and performances.
Emirates is one of the world’s largest international airlines with a global footprint across six continents. The airline operates one of the most modern and efficient aircraft fleet comprised of Airbus A380 and Boeing 777 aircraft – connecting passengers and facilitating global trade to and through its modern hub, Dubai. With a culturally diverse workforce, Emirates caters to its global customer base by delivering exceptional services and world-class products.
About the DP World Tour
The DP World Tour is the main men’s professional golf Tour of the European Tour group, with a global schedule featuring a minimum of 43 tournaments in 21 different countries across the 2022 season.
Formerly known as the European Tour, which was established in 1972, the 2022 DP World Tour schedule includes five Rolex Series events, along with four Major Championships, two World Golf Championship events and three tournaments co-sanctioned with the PGA TOUR, as well as tournaments staged around the world with a minimum prize of $2million for all events solely sanctioned by the DP World Tour.
The season concludes with the final Rolex Series event, the DP World Tour Championship, Dubai, where the winner of the Tour’s season-long competition, the DP World Tour Rankings, will be crowned.
DP World, the leading provider of global smart end-to-end supply chain and logistics solutions, is the title partner of the DP World Tour, which is administered by the European Tour group.
About the European Tour group
The European Tour group is the overarching corporate brand which administers four competition brands: the DP World Tour, the Challenge Tour, the Legends Tour and, along with the PGA of America, is the Managing Partner of golf’s greatest team contest, the Ryder Cup.
Established in 1972, the European Tour group is committed to ‘Driving Golf Further’ through our guiding principles of being innovative, inclusive and global.
Innovative: We are driving innovation in golf through the creation of award-winning content, pioneering tournament formats and the use of the latest technology and inventive fan engagement. We are committed to attracting new audiences whilst respecting the tradition of our sport.
Inclusive: We are committed to include all who share a love for the game of golf. We are passionate about a closer collaboration with the women’s game, golf for the disabled and promoting the many physical and mental health benefits of playing golf.
Global: Since 1972, players from 38 different countries have won tournaments on our main Tour, while our live broadcast reaches more than 490 million homes in more than 150 countries every week, generating in excess of 2,200 global broadcast hours for each event. We also enjoy the support of many of the world’s leading business brands with DP World, Rolex, BMW, Callaway, Emirates, Fortinet, Hilton, Velocity Global and Zoom as Official Partners.
The European Tour group has Strategic Alliances with the PGA TOUR, the Sunshine Tour and ISPS Handa PGA Tour of Australasia, while we also drive positive community impact through our overarching CSR programme, Golf for Good.