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Porsche stays behind the wheel with relocated European Open

German automotive company Porsche has extended its title sponsorship of the European Open golf event, which will relocate to Hamburg in Germany next year.

Porsche’s new deal will run for four years, from 2017 to 2020. “The outstanding way in which the Porsche European Open has developed in its first two years has exceeded our expectations,” Detlev von Platen, member of the executive board of management for sales and marketing at Porsche, said. 

“The new venue in Hamburg is of particular importance to Porsche: not only does this beautiful city boast a long golfing tradition, but many of our customers also live in the area.”

The European Tour event, which will next year take place from July 26-27 at Green Eagle Golf Courses, will continue to be known as the Porsche European Open. The company has supported the event since 2015.

Tournament director Dominik Senn, chief executive of 4sports & Entertainment, said: “Making the move had been a medium-term goal of organisers and the title sponsor, due mainly to reasons of convenience and better infrastructure. Hamburg is Germany's second-largest city and also lies close to Scandinavia, and we hope fans in Denmark and Sweden will be drawn to the nearby competition.”