The new multi-year landmark agreement marks the first time of a partnership that has encompassed the entire nation’s golf ecology, which will be jointly labelled as ‘Australian Golf.’
It corresponds to the above-mentioned three groups’ commitment to teaming up and empowering year-round sponsorships throughout the brand, digital, competitions, telecast, and community programmes.
In the scenario of the BMW Australia agreement, the German automaker’s wholly-owned branch becomes the official car partner of tournaments such as the PGA Tour of Australasia, WPGA Tour of Australasia, Australian PGA Championship, Australian Open, WPGA Championship, and several Players Series and State Open competitions.
Golf Australia, Chief Executive Officer, James Sutherland, said, “The partnership between our three organisations under the banner of Australian Golf and BMW Australia is a history-making moment for our sport. The Australian Golf strategy clearly outlines our collective intention to work together to create a robust and sustainable future for golf in Australia. The strong sense of direction provided by the strategy opened the door to realising a partnership like the one we are announcing today.”
The step expands BMW’s global sponsorship in golf, which contains title sponsorship of the PGA Tour FedExCup event, the PGA Championship.
Furthermore, the brand also serves as the title sponsor of the DP World Tour event in the United Kingdom, and it has also backed the European Ryder Cup team since 2006.