DP World Tour extends with Emirates

The DP World Tour has signed an extension to its partnership with Emirates.

The new deal sees the airline continue as the official airline and marketing partner of the professional golf Tour until the end of 2031.

As per the agreement, Emirates will continue to benefit from highly visible branding throughout the DP World Tour season, which culminates in the DP World Tour Championship in Dubai.

In addition, Emirates will benefit from marketing opportunities across the Tour’s media and digital platforms, access to premium hospitality, and exclusive Pro-Am experiences.

The collaboration will also see Emirates have official tournament partner status at 15 events on the DP World Tour calendar each season, and continue sponsoring the Tour’s Virtual Eye, an animated graphics system that is used across broadcast and social media.

The Emirates Fly Better Moments content strand will also continue on the Tour’s digital platforms.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline and Group 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 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.”

The deal strengthens Emirates’ position in the world of golf. The airline’s partnership with the DP World Tour stretches back 35 years, after the airline became title partner of the Dubai Desert Classic in 1989. Emirates later became an official tour partner and official airline partner in 2014.