DP World Tour has announced a new five-year extension to its partnership with the German multinational car manufacturer, BMW. With this newly signed agreement, the pair intends to increase their focus on fan experiences with an intention of enticing younger fans.
BMW will continue to be the official partner and the official car of the European Tour until the end of the 2027 season as part of an agreement. The company will also remain the title sponsor of the BMW PGA Championship and the BMW International Open, as well as the tournament’s promoter.
The collaboration dates back to 1989, with discussions for the latest renewal propelling in the last three to four months. Given the tour and BMW’s long history, the solution is to work even more closely together over the next five years.
Hannah Dodds, Partnerships Director, DP World Tour, commented, “Our partnership with BMW is multifaceted. It’s one of those partnerships that spread across the whole tour. This is a longer deal than we have done previously and we plan to look at all sorts of ways in which we can elevate fan experiences at the events and through content. [It’s about] elevating those fan experiences to making [them] both younger and cooler.”
BMW will gain from comprehensive branding and product endorsements at DP World Tour tournaments as well as throughout the circuit’s media and digital platforms as an official tour partner. BMW will also have direct exposure to the Tour’s luxury hospitality services and Pro-Ams, allowing them to create one-of-a-kind customer experiences.
Furthermore, BMW will keep supplying the tour with fully electric vehicles, devoted to the golf organization’s sustainability efforts.
Guy Kinnings, Deputy Chief Executive, Ryder Cup Director and Chief Commercial Officer, DP World Tour, said, “There’s very much a sense that golf has growth in popularity and interest. We’re seeing it in attendance, we’re seeing it in viewership, we’re seeing it in all sorts of different ways. We’ve had multiple days sold out at events on the tour, including the BMW events, and we’ve not really had that before. So it’s how we capture that. And it’s clearly appealing to a new generation. That’s something that BMW are strongly drawn to.“