Emirates Expands European Tour Sponsorship to Become Official Airline Partner

Emirates has announced it has expanded its partnership with the European Tour that will designate the Dubai based airline as the Official Airline of The European Tour.

The deal will also include increased investment across an additional ten tournaments from 2014 until the end of the 2017 season.

The announcement was made today by Nigel Hopkins, order Executive Vice President Service Departments, price Emirates Group and George O’Grady CBE, Chief Executive of The European Tour, during a press conference in London. 

“Golf is one of the most popular sports in the world, and as a global sponsorship platform it has been immensely successful for us.  Emirates’ increased investment in The European Tour is a natural move which will expand our global reach to golf enthusiasts across Europe, Asia, Africa and Australia,” said Nigel Hopkins, Executive Vice President Service Departments of Emirates Group.

“Engaging with our customers and fans through sports has been part of Emirates’ brand strategy since our early days. It makes sense for us – as an airline that connects the world – to align our brand with prestigious golf tournaments where the world’s most talented players come together. We will continue to work with our partners to celebrate the value of sport and deliver meaningful experiences for golf fans,” he added.

George O’Grady, Chief Executive of The European Tour, said: “Last month we were delighted to announce the extension of The Race to Dubai at Jumeirah Golf Estates through to the end of the 2017 and the commitment of Emirates was very much part of the reason we were able to make that announcement.

“This increased investment will give us the confidence to support our tournaments globally, enhancing not only our widespread geographical footprint but also the development of our business in new markets across the world – a strategy that we at The European Tour share with Emirates. We have enjoyed a wonderful relationship with Dubai for the past twenty five years and today’s announcement is the perfect way for us to launch the beginning of the next phase of our partnership.” 

Along with its existing nine European Tour events culminating in the prestigious DP World Tour Championship, Dubai, Emirates will add an additional ten tournaments to its international schedule including the BMW PGA Championship, the Nordea Masters, the D+D Real Czech Masters, the Aberdeen Asset Management Scottish Open, the Portugal Masters, the Italian Open, the Joburg Open, the South Africa Open Championship and the Nelson Mandela Championship.

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