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Omega clocks up extension with Dubai Desert Classic

Swiss watchmaker Omega has extended its title sponsorship of European Tour golf tournament the Dubai Desert Classic.

The deal was announced as the 2017 edition of the tournament took place over the weekend. The Dubai Desert Classic has been a part of the European Tour since its inception in 1989, while Omega has title sponsored the event since 2010.

Terms of the new contract were not disclosed, but Sport360 said it is a new four-year deal running from 2018 to 2021. The newspaper added that Omega is also set to extend its backing of the Dubai Ladies Masters for a similar period, starting from this year’s event and running through to 2020.

The Dubai events will continue in Omega’s golf portfolio, which also includes a partnership with the PGA of America under which the company serves as the official timekeeper at the tour’s major events, including the PGA Championship and the Ryder Cup when it is hosted in the United States. Omega is also title sponsor of the European Masters, which takes place every year at the Swiss golf resort of Crans Montana.

Calling golf “one of Omega’s greatest passions”, company president and chief executive Raynald Aeschlimann added that “the sport plays an important part in the identity of our brand. It combines precision and style and perfectly represents the qualities we strive for as a watchmaker.”

Spain’s Sergio Garcia (pictured), an Omega ambassador, yesterday (Sunday) claimed the 2017 Desert Classic title, his first European Tour win in over three years.