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Toshiba ties up with golf championship

DUBAI - In a move that underlines the global commercial value of aligning with the richest event on The European Tour’s Race to Dubai, Japanese electronics giant Toshiba has signed up as a supporter of the Dubai World Championship presented by DP World.

It is the first time Toshiba has lent its name to any golfing event in Dubai and will give the brand an important global showcase when the $7.5 million tournament gets underway at the Earth course, Jumeriah Golf Estates on Thursday. “We regard the Dubai World Championship presented by DP World as one of the most important sporting events in the region,” said a spokesman for Toshiba Gulf. “In parallel with our sponsorships in the realm of football, this sports event sponsorship will provide us a great opportunity to enhance Toshiba branding and presence in the region.”

Toshiba also emphasised the importance of the massive TV coverage of an event that is contested by the top 60 players on The European Tour with a prize fund of $7.5 million and a bonus pool for the final top 15 on The Race to Dubai of a further $7.5 million.

“The Dubai World Championship is a tournament that allows Dubai to attract global attention and make headlines in Europe and around the world,” added the spokesman. “It’s a great platform for Toshiba and we would like to leverage the power of this tournament to accelerate awareness building for ‘Brand Toshiba’ all over the world.”

Following a memorable season for The European Tour, the winner of The Race to Dubai will come down to the wire with Martin Kaymer of Germany enjoying a lead over Northern Ireland’s Graeme McDowell with everything to play for at the Dubai World Championship. “We are delighted with the increased commercial support we have received for this year’s event and are happy to welcome Toshiba to the family of supporters,” said Nick Tarratt, director, European Tour International, Dubai Office.

“The potential audience reach of The Race to Dubai events across The European Tour’s global broadcast platforms encompasses around 500 million households. With the fight to be European Number One going right to the final day, this week the focus of the golfing world will be on Dubai,” he added.