Ladies European Tour signs long-term Omega deal

Watchmaker Omega has signed a 10-year partnership with golf’s Ladies European Tour.

The Swiss company said the deal underscores its support of both golf and professional female athletes. It also described the deal as a “high point” in its relationship with the sport.

Omega president Stephen Urquhart said: “Entering into this partnership was both strategic and meaningful. It is important to the brand that we show our appreciation of golf as a whole and we are happy to bring greater attention to the professional women golfers who are taking the game to a new, exciting level.”

LET chief executive Ivan Khodabakhsh added: “Omega’s decision to partner with LET is eloquent testimony to the appeal of the players and our event partners. In a competitive market for sport sponsorship, LET and its players continue to offer a fresh and innovative marketing platform for world class brands. The LET is a truly international sports property and its members will be heavily represented when golf returns to the Olympic Games in Rio in 2016.”

Omega is already the title sponsor of the European Masters, the Dubai Desert Classic and the Dubai Ladies Masters. The brand is also the official timekeeper for the PGA of America's events and holds endorsement deals with top female golfers Stacy Lewis, Michelle Wie and Shanshan Feng.

The Omega contract is the LET’s second major deal in the space of a week. Japanese philanthropic organisation the International Sports Promotion Society (ISPS Handa) has also agreed a two-year deal to enhance its relationship with the Tour.