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European Tour signs up RSM, extends with Fanatics

Golf’s European Tour has secured a partnership with audit, tax and consulting firm RSM and extended a deal with online sports retailer Fanatics.

The RSM agreement will run for two seasons, from 2016 to 2017.

RSM will sponsor a number of marquee events, including the Irish Open, PGA Championship, Scottish Open and British Masters.

The company will also collaborate with the European Tour to conduct a bespoke performance study of the game of golf. Details of this study will be announced in due course.

RSM already has a presence on the European Tour circuit through a partnership with golfer Andy Sullivan (pictured).

Meanwhile, the European Tour has signed a seven-year extension to its deal with Fanatics.

Although terms of the agreement were not fully disclosed, it was confirmed that Fanatics will retain its role as an official retail partner of the European Tour and Ryder Cup Europe team. The deal covers the 2018 and 2022 Ryder Cup events.

Fanatics will operate as the exclusive on-course retailer at select European Tour events, while the firm will also continue to offer own-brand products for both European Tour and Ryder Cup events via on-course and online stores on an event-by-event basis.

The renewal has already led to the launch of a new European Tour online store, with mobile stores to follow. Fanatics will also deliver a French-language Ryder Cup website in 2017.