Dubai Duty Free has signed a four-year deal to become an Official Partner of golf’s European Tour, joining an impressive list of brands including Rolex, BMW, Emirates, Hilton and Titleist.

The airport retailer has sponsored the European Tour’s Irish Open since 2015 and recently agreed to continue its naming rights of the event – held this year at Ballyliffin Golf Club in County Donegal – through until 2022.

The new partnership with European golf’s governing body will see the global brand gain global exposure, with Colm McLoughlin, executive vice-chairman and CEO of Dubai Duty Free, saying:  “We are pleased to join a stellar list of companies to become an official partner of European Tour.

Dubai Duty Free Golf

Dubai Duty-Free secures sponsorship of European Tour

“We have identified marketing opportunities for our brand across several tournaments as well as digital elements that will enable us to engage with our global customers.  We are very excited about this partnership going forward and believe it will enhance our existing sponsorship portfolio.”

Keith Pelley, CEO of the European Tour, added: “Dubai Duty Free have been invaluable partners to the European Tour through their title sponsorship of the Dubai Duty Free Irish Open.

“This agreement marks an important evolution of our partnership and we are thrilled to welcome them to the European Tour Official Partner family. We look forward to working closely with them in future to build their brand awareness and achieve their goal of supporting sport globally.”

Dubai Duty Free said its Official Partner status with the European Tour continues the company’s substantial support of global sport which includes the DDF Tennis Championships – held annually in Dubai, and the prestigious Dubai Duty Free Irish Derby, which has sponsored since taking over from Budweiser in 2008.