Emirates will benefit from extremely visible branding across 21 DP World Tour tournaments and the Tour’s media and digital platforms as part of the partnership, as well as access to the Tour’s premium hospitality services and exclusive Pro-Am experiences. Emirates will also be an Official Tournament Partner at 14 DP World Tour events each season. Emirates will remain a partner of the Tour’s Virtual Eye, an animated graphics technology distributed via live television broadcasts that provides real-time positioning and information about player performance and statistics. In addition, through the Tour’s digital platforms, a new Emirates Fly Better Moments content strand will showcase spectacular moments from tournaments for fans.
With its current fleet of Boeing 777 and Airbus A380 aircraft, Emirates is one of the world’s major international airlines, connecting clients to more than 130 locations across six continents via Dubai. Emirates and the DP World Tour have been partners for over 30 years, with Emirates serving as Title Partner of the Dubai Desert Classic in 1989. In 2009, Emirates became a partner of the season-ending DP World Tour Championship, Dubai, and in 2014, it became an Official Tour Partner and Official Airline of the Tour.
Emirates Airline President Sir Tim Clark stated: “We’re delighted to extend our partnership with the DP World Tour. The tour continues to grow in prominence, attracting the best international golf players and providing us a platform to engage with golf fans on a global scale. Fittingly, the DP World Tour Championship culminates in Dubai, bringing visitors and global attention to Emirates’ home city which has also grown to become one of the world’s leading golfing destinations.”
Since 2009, the airline has flown over 600 professional players to Dubai to compete in the season-ending DP World Tour Championship, bringing together over 200,000 golf fans to watch the action.
Guy Kinnings, the European Tour group’s Deputy Chief Executive and Chief Commercial Officer, added: “Emirates are one of our longest serving partners and I’m delighted that they have decided to extend our partnership until the end of the 2024 season. As an airline that connects the world, they continue to benefit from aligning their brand with a truly global Tour – and our footprint continues to expand into new countries each season. We also benefit from Emirates’ extensive sports partnerships experience and proven track record in connecting sports fans to their passion.”