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SBD Global/December 18, 2013/Marketing and Sponsorship

Dubai-Based Airline Emirates Extends Sponsorship Of European Tour

Golf's European Tour "received a financial boost on Tuesday when Emirates signed up as its airline partner and agreed to double the number of tournaments in which it invests," according to Keith Weir of REUTERS. In a four-year deal, the Dubai-based airline said that "it would support a further 10 events, in addition to the nine it was already involved with." Financial terms "were not disclosed." Emirates "is heavily involved in sponsorship of a number of sports," having naming rights to the Arsenal football stadium in north London. It "is also a backer" of F1 motor racing (REUTERS, 12/17). GULF NEWS reported along with its existing nine European Tour golf events culminating with the prestigious DP World Tour Championship in Dubai, "Emirates has now added 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" to its int'l schedule. Emirates "will benefit from highly visible branding across European Tour tournaments and the Tour's media and digital platforms." In addition to enhanced hospitality rights, "Emirates will also have its own exhibition booths within the tented village areas of the tournaments" (GULF NEWS, 12/17).
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