Dubai Duty Free adds European Tour to golf portfolio

Airport retailer Dubai Duty Free has today (Monday) been unveiled as an official partner of golf’s European Tour.

The four-year deal will run until 2022. Dubai Duty Free joins Rolex, BMW, Emirates, Hilton and Titleist as official partners of the Tour.

The company will benefit from global exposure at select events and across the Tour’s media platforms as part of the agreement.

Dubai Duty Free also title sponsors the Irish Open, one of the European Tour’s top-tier Rolex Series events. In May, it extended its backing of the tournament through a new four-year deal that runs until 2022.

Colm McLoughlin, executive vice-chairman and chief executive of Dubai Duty Free, said: “We are pleased to join a stellar list of companies to become an official partner of European Tour. We have identified marketing opportunities for our brand across several tournaments as well as digital elements that will enable us to engage with our global customers. We are very excited about this partnership going forward and believe it will enhance our existing sponsorship portfolio.”

Dubai Duty Free has supported the Irish Open, which is hosted by Northern Ireland’s Rory McIlroy and his charitable foundation, since 2015. This year’s event runs from July 5-8 at the Ballyliffin Golf Club in County Donegal. Spain’s Jon Rahm (pictured) is the defending champion.

Dubai Duty Free also title sponsors horse racing’s Irish Derby, as well as the Dubai Duty Free Tennis Championships, a women’s WTA event held annually in Dubai.