Emirates, the world’s largest international airline, has announced a renewed partnership with the DP World Tour, the leading men’s professional golf tour in Europe.
This partnership has extended Emirates’ role as the official airline and marketing partner of the prominent professional golf tour until the end of 2031. This extension reflects Emirates’ dedication to the global golf community and highlights its ongoing mission to position Dubai as a premier sporting destination.
Through this long-term agreement, Emirates will continue to play a vital role in elevating the DP World Tour’s profile across continents, providing branding opportunities at high-profile tournaments and exclusive benefits for golf enthusiasts. The partnership will culminate each season in Dubai with the DP World Tour Championship, one of golf’s most prestigious titles.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline and Group expressed pride in Emirates’ continued investment in the sport and said, “We’re proud of our deep roots in golf, and of our role in boosting Dubai’s place as one of the world’s most sought-after destinations for top players and golfing enthusiasts with its world-class courses. Emirates’ continued investment in the DP World Tour will enable us to maintain our long-standing connection with golf fans across Europe, the US, Asia, Africa and Australia, and of course in our home of Dubai, where golf’s greatest names vie for the prestigious Race to Dubai title.”
Guy Kinnings, Chief Executive Officer of the DP World Tour, added, “Emirates are one of our longest-serving partners and I am delighted that they have decided to extend our relationship until the end of the 2031 season. They are extremely experienced in the sports sponsorship landscape and this long-term agreement is a strong validation of the ongoing strength of our partnership platform as golf’s global Tour. As an airline that connects the world, we continue to build campaigns that resonate with Emirates’ global customer base.”
Based in Dubai, Emirates is known for its vast network of flights to over 150 destinations worldwide and its commitment to delivering luxury and excellence. The airline’s long-standing support underscores its expertise in sports sponsorship, solidifying the DP World Tour as a major fixture in the airline’s extensive portfolio, which includes partnerships with other global sporting giants such as the Wimbledon, the US Open, the Australian Open, the French Open, ICC, the FA, the NBA and many more.
As part of the partnership, Emirates will benefit from significant brand exposure throughout the tour season, including 15 events where it will hold official tournament partner status. Marketing opportunities will extend across the Tour’s media and digital platforms, providing Emirates with broad visibility and engagement with a global audience. The airline will also have access to premium hospitality services, exclusive Pro-Am experiences, and high-profile branding through the Tour’s Virtual Eye technology. This animated 3D system, featuring fairway flyovers and real-time player positioning, will continue to enrich television broadcasts and social media.
Additionally, Emirates will showcase the “Fly Better Moments” content strand on the DP World Tour’s digital platforms, capturing memorable on-course moments to further connect with fans.
As Emirates and the DP World Tour look forward to this decade-long collaboration, the renewed partnership symbolises a shared vision to bring golf to a global audience and promote Dubai as a world-class hub for sporting events.