Jin Jeong of Korea tees off on the 3rd hole during day three of the Perth International at Lake Karrinyup Country Club on October 19, 2013 in Perth, Australia. Photo: Paul KaneThe Perth International golf tournament received a massive boost on Wednesday with Emirates airline announcing its support for the event.
Emirates has added an additional 10 tournaments from the European Tour to the list of tournaments that it already sponsors, until the end of the 2017 season.
As part of the agreement, the airline becomes a worldwide partner and official airline of the European Tour.
Along with its existing nine European Tour golf events culminating to the prestigious DP World Tour Championship in Dubai, Emirates will add 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, the Nelson Mandela Championship and the Perth International to its stable.
Nigel Hopkins, executive vice president service departments, Emirates Group and George O’Grady, CEO of the European Tour, made the announcement on Wednesday morning 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,” Mr Hopkins said.
“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.”
The addition of the Perth International, which will be held in October 2014, extends the airline’s support for the sport in Australia, which includes Queensland’s PGA Championship and the Emirates Australian Open.
Mr O’Grady said the increased investment would give the European Tour the confidence to support tournaments globally, enhancing not only its widespread geographical footprint but also the development of its business in new markets across the world.
“(It’s) a strategy that we at the European Tour share with Emirates. We have enjoyed a wonderful relationship with Dubai for the past 25 years and today’s announcement is the perfect way for us to launch the beginning of the next phase of our partnership” continued O’Grady.
As a leading supporter of major golf tournaments across the globe, Emirates is the official airline of 24 golf events worldwide.
Beyond its commitment to 19 European Tour events, Emirates also sponsors the Thailand Open (Thailand-One Asian Tour), the Emirates Australian Open, the Australian PGA Championship (Australia-Australasian Tour), the Indonesia PGA Championships (One-Asia Tour) and the Boeing Classic (USA) on the PGA Champions Tour in the United States.
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