DP World hits new high with golf partnership

Jon Rahm (left) of Spain celebrates with his wife after winning the Dubai DP World Tour Championship on November 24, 2019. (AFP file)
Jon Rahm (left) of Spain celebrates with his wife after winning the Dubai DP World Tour Championship on November 24, 2019. (AFP file)

The European Tour and DP World jointly announced their new long-term partnership on Tuesday

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By Team KT

Published: Wed 10 Nov 2021, 11:11 AM

Last updated: Wed 10 Nov 2021, 11:28 AM

Sultan Ahmed bin Sulayem, Group Chairman and CEO of DP World, was delighted with the ground-breaking partnership that will see DP World become the new title sponsor the European Tour.

The European Tour and DP World jointly announced their new long-term partnership on Tuesday.

The agreement heralds a new era in the history of the European Tour, which, along with DP World, will celebrate its 50th anniversary in 2022, the first season of the newly named DP World Tour.

“DP World has been a partner of the European Tour for over a decade. Our long-standing partnership has provided an excellent platform to engage with customers, prospects, and stakeholders, and build our brand,” said Bin Sulayem.

“We have relished the opportunity to support the Tour in growing the game of golf and improving access to the sport at all levels. The key to this success has been and will continue to be the shared vision and values that underpin the partnership.

“We both have a global mindset, are committed to inclusivity, and invest in new technologies to stay competitive – attributes which today become the fundamental principles of the DP World Tour. As the leading provider of smart logistics solutions worldwide, we will use our people, assets, and connectivity to help grow the Tour further and change what’s possible in golf.”

Tuesday’s announcement represents a significant deal in terms of global sports partnerships, with DP World’s substantial commitment dedicated to three key areas — elevating the Tour in every way, growing the game of golf globally, and driving positive community impact.

The new look DP World Tour will see total prize money break through the $200 million mark for the first time, with a new minimum prize fund of $2 million for all tournaments solely sanctioned by the DP World Tour.

In 2022, the DP World Tour will represent a truly global tour through an international schedule, that will feature a minimum of 47 tournaments in 27 different countries, including new tournaments in UAE, Japan, South Africa and Belgium and an expanded Rolex Series comprising five events — the Abu Dhabi HSBC Championship, the Slync.io Dubai Desert Classic, the Genesis Scottish Open, the BMW PGA Championship and the season-ending DP World Tour Championship in Dubai.

Keith Pelley, Chief Executive of the European Tour group, said the announcement was ‘a momentous one in the proud history of our Tour’.

“The launch of the DP World Tour in 2022, coinciding with both of our 50th anniversaries, will herald a new era in global golf, and crucially it will benefit everybody involved – all our players, caddies, fans and partners – as well as making an important contribution to wider society,” Pelley said.

“The entire ecosystem of our Tour will be strengthened because of this hugely significant deal, and that was essential to us and to DP World, who have been an incredible supporter of our Tour as well as golf more widely, from grassroots through to the elite professional game.

“The DP World Tour is, therefore, a natural evolution of our decade-long partnership, and the presence of ‘World’ in our new title better reflects our global reach.” The European Tour and DP World were both established in 1972 and have since developed into global enterprises with DP World, which is headquartered in Dubai, evolving into the leading provider of global smart end-to-end supply chain and logistics solutions.

DP World’s association with the European Tour spans more than a decade, first becoming a presenting partner of the European Tour’s Race to Dubai finale at Jumeirah Golf Estates in its inaugural year in 2009, before the Rolex Series event was renamed the DP World Tour Championship in 2012. It was in this year that DP World became the tournament’s title partner.

DP World then became an Official Partner of the European Tour in 2015, and they will now become the Official Title Partner of the Tour from the start of the 2022 season, which begins with the Joburg Open in South Africa, from November 22-25.

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