DP World Tour and BMW sign five year extension of their partnership
December 13, 2022
The DP World Tour and BMW Group have signed an extension to their partnership that will see the leading premium automotive brand BMW remain an Official Partner, and the Official Car, of the DP World Tour until the end of the 2027 season.
As part of the agreement, BMW will also remain as Title Partner until 2027 of both the BMW PGA Championship – a Rolex Series event – and the BMW International Open, where it will remain the promoter of the tournament.
This partnership extension cements BMW as one of the Tour’s longest standing partners. The relationship dates back to 1989, when BMW ran and promoted the first BMW International Open in its hometown of Munich. BMW then became Title Partner of the BMW PGA Championship at Wentworth in 2005.
As an Official Tour Partner, BMW will benefit from highly visible branding and product placement at DP World Tour tournaments each season and across the Tour’s media and digital platforms. BMW will also enjoy access to the Tour’s premium hospitality services and Pro-Ams to create unique customer experiences. As Official Car of the DP World Tour, BMW will continue to supply its luxury high end and fully electric vehicles to the DP World Tour and make a valuable contribution to a sustainable tournament experience for players, staff and fans.
“The close collaboration with the European Tour group, which started back in 1989 with the inaugural BMW International Open, played an important role in the BMW Group becoming one of the most reliable and dedicated partners in international golf. We are delighted to continue along this successful path with the DP World Tour, and to bring innovative developments to both the sport and our events,” said Bernhard Kuhnt, Senior Vice President BMW Group Europe. “The BMW International Open and the BMW PGA Championship are tournaments that are very popular with golf fans and players alike, thanks to their long tradition and the excellent sporting and BMW brand experience. Based in two core markets in Europe, these events will form important pillars of our worldwide commitment to golf going forward.”
Guy Kinnings, Deputy Chief Executive and Chief Commercial Officer of the European Tour group, added: “The BMW brand stands for luxury, innovation, and sportiness – all values that closely match our own and the Tour benefits significantly from partnering with such an iconic brand and respected partner of the game of golf. Over the last 33 years we have developed an extremely close working relationship that continues to drive strong value to BMW’s global engagement in sport. With this extended partnership, we will have ample opportunities to use the DP World Tour to showcase both their range of products and our collective leadership credentials in passion areas such as sustainability and technology innovation.
Together, we will also make sure that the BMW PGA Championship and BMW International Open keep innovating to elevate the fan experience and continue to be key moments on the sporting and entertainment calendars in Germany and the UK each year.”
