UK bookmaker Betfred has guaranteed the future of the British Masters for at least another two years, after taking over as the tournament’s new title sponsor.
Betfred takes the place of sports broadcast network Sky Sports, which helped restore the tournament to the European Tour in 2015, after a gap of six years between 2009 and 2014.
There were fears among European Tour organisers and players that the Masters would fold when the deal with Sky Sports was terminated after last year’s tournament.
Under Betfred’s two-year deal with the European Tour, the competition will be renamed as the Betfred British Masters.
The 2019 edition will be hosted by Tommy Fleetwood, the 2017 Race to Dubai Champion and one of the stars of last year’s Ryder Cup.
The host concept was introduced when the tournament returned to the European Tour.
Keith Pelley, chief executive of the European Tour, said: “The British Masters has been one of our most popular events over the past four years, particularly in terms of reaching new audiences through our partnership with Sky Sports and the work of the four tournament hosts: Ian Poulter, Luke Donald, Lee Westwood and Justin Rose.”
Betfred is one of the UK’s largest bookmakers. The brand also sponsors Rugby League’s Super League, Championship and League One, the World Snooker Championship and World Matchplay Darts. In football, Betfred sponsors the Scottish League Cup.