DP World Tour Drinks To Whiskey Deal
The DP World Tour has expanded its partnership agreement with Buffalo Trace Distillery.
The multi-year deal sees the American whiskey producer become an official marketing partner and official whiskey partner of the Tour.
Described as a ‘360-degree partnership’, Buffalo Trace will benefit from touchpoints across broadcast and news media, custom social and digital content, in-store and on-course branding and pouring experiences.
In addition, whiskeys will be available in hospitality and food and beverage concessions at DP World Tour events.
This new agreement builds on the existing relationship between both organisations that started in 2023. Last season, Buffalo Trace Distillery was an official partner of the Betfred British Masters hosted by Sir Nick Faldo, and official sponsor of two Rolex Series events – the Genesis Scottish Open and the BMW PGA Championship.
Beginning in 2024, Buffalo Trace Distillery’s activations will focus on four markets spanning four continents – the United Kingdom, South Africa, Australia and South Korea.
Andrew Duncan, Global Director of American Whiskey at Buffalo Trace Distillery, said, “Buffalo Trace Distillery is proud to expand the partnership with the DP World Tour to introduce our award-winning whiskies to fans around the globe.
“There are no shortcuts in whiskey or golf: patience, perseverance, exacting attention to detail, and passion for the craft are all required to become great. The whiskeys we make at Buffalo Trace Distillery have been patiently resting in new charred oak barrels for many years awaiting full maturity. Through tasting and activations alongside DP World Tour premier events worldwide, we think golf fans will agree that the time was well-spent.”
Max Hamilton, Group Commercial Director of the DP World Tour, added, “DP World Tour events have evolved to become full entertainment experiences and our partners play a big role in delivering this vision. In Buffalo Trace Distillery we have one of the world’s pre-eminent spirits brands joining us for fan focused activations throughout the season. We’re delighted that the scalability of the DP World Tour, and premium audience it engages, has enabled us to expand our partnership. We’re delighted to help Buffalo Trace Distillery’s take world-leading whiskies to new markets with golf’s global Tour.”
Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.
