DP World Tour has announced a new extension of its global partnership with the UAE-based airline company, Emirates. Following this newly signed contract, the renewed arrangement will now be in the works until the end of 2024 as an official sponsor.
As part of the deal, Emirates will continue to gain from prominent marketing at 21 DP World Tour events. Along with this, as an official partner, the airline brand will also have premium hospitality access and exclusive experiential elements.
Furthermore, the UAE national airline will preserve its telecast integration with the DP World Tour’s ‘Virtual Eye’ animated graphics, which deliver real-time data about player performance, and the ‘Emirates Fly Better Moments’ digital content strand.
Emirates’ relationship with the DP World Tour goes all the way back to more than 30 years when the airline first became the title partner of the Dubai Desert Classic in 1989. In 2009, Emirates had become a partner of Dubai’s season-ending competitions before becoming an official tour partner in 2014.
Sir Tim Clark, Emirates President, 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 with a platform to engage with golf fans on a global scale.”
Guy Kinnings, Deputy Chief Executive and Chief Commercial Officer, European Tour group, commented, “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.”