Dubai-based Emirates has extended its deal with the European Tour for an additional ten tournaments until the end of the 2017 season.

The carrier will also assume the status of ‘Official Airline’ of the European Tour, it said in a statement.

Nigel Hopkins, executive VP service departments, Emirates Group, said: “Golf is one of the most popular sports in the world, and as a global sponsorship platform it has been immensely successful for us."

Emirates’ increased investment in the European Tour is a natural move which will expand our global reach to golf enthusiasts across Europe, Asia, Africa and Australia, he noted.

George O’Grady, chief executive officer of the European Tour, said this increased investment will not only enhance the tour’s widespread geographical footprint but also the development of its business in new markets across the world.  

Along with its existing nine European Tour golf events culminating to the DP World Tour Championship in Dubai, Emirates will add an additional ten tournaments to its international schedule, as part of the agreement, including the BMW PGA Championship, the Nordea Masters, the D+D Real Czech Masters, the Aberdeen Asset Management Scottish Open, the Portugal Masters, the Italian Open, the Joburg Open, the South Africa Open Championship, the Nelson Mandela Championship and Perth International.

The European Tour’s ‘Virtual Eye,’ an animated graphics system that provides real-time positioning and information about player performance and statistics, will provide Emirates additional brand visibility and year round exposure at 20 tournaments delivered through live television broadcasts, the European Tour’s website and mobile platforms, added O’Grady. - TradeArabia News Service