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Maui Jim teams up with European Tour

Sunglasses and eyewear manufacturer Maui Jim has agreed a partnership with golf organisation the European Tour.

Terms of the deal were not disclosed, but the Hawaii-based brand becomes the official eyewear supplier to the Tour, supplying its products to staff working at events across the world.

Benefiting from global marketing rights as well as an onsite presence at several tournaments throughout the season, the agreement will also enable Maui Jim to further engage with golf fans across traditional and digital platforms.

Maui Jim brand ambassadors include athletes from across the globe, such as golfers Miguel Ángel Jiménez, Robert Karlsson, Renato Paratore and the latest addition to their roster, Jorge Campillo.

Martijn Van Eerde, Maui Jim marketing director for Europe, said: “After having successfully established global partnerships with the ATP in tennis and Manchester United in football, while linking up with various other sporting communities, this gives us the opportunity to strengthen and take our relationship with the golfing community to the next level.”

Max Hamilton, head of commercial partnerships at the European Tour, added: “Maui Jim is an innovative, fast-growing premium eyewear brand with fantastic products that are used by our players and fans. With the European Tour’s audience, and ability to promote Maui Jim at tournaments and digitally across the year, there is a strong fit from which to build this partnership.”