Golf’s Ladies European Tour has entered into a global partnership with Abu Dhabi-based airline Etihad Airways.
The company has been named the Tour’s official airline for the 2016 season. Etihad Airways becomes the Tour’s second global partner after Swiss watchmaker Omega last year signed a 10-year deal to become the official timekeeper of the LET.
As part of the agreement, the airline and the LET will develop various marketing and in-flight media initiatives to promote the partnership over the course of the season.
“Our support of the Ladies European Tour provides yet another opportunity for Etihad to increase our brand and business profile to an international audience passionate about golf,” Patrick Pierce, vice-president of sponsorship for Etihad Airways, said.
Meanwhile, the LET yesterday (Wednesday) announced that Mark Lichtenhein and Michael Siebold have joined the body’s board as non-executive directors. Lichtenhein until recently worked on the men’s European Tour as head of television, digital media and technology, while Siebold served as general manager of the Golf- und Land-Club Berlin-Wannsee, one of Germany’s leading golf clubs, for 11 years.