Golf Sponsorship – DP World Tour looks to engage younger fans with five-year BMW sponsorship extension
Automotive brand to remain official partner and official car of European golf tour until end of 2027.
Golf Sponsorship – Golf’s DP World Tour and automotive giant BMW have penned a five-year extension to their golf partnership, with the pair set to double down on fan experiences to help attract younger fans.
As part of the deal, BMW will remain an official partner and the official car of the European tour until the end of the 2027 season. The brand will also continue as title partner of the BMW PGA Championship and the BMW International Open, carrying on as the promoter of the tournament.
The golf sponsorship dates back to 1989, with talks for this latest renewal accelerating over the last three to four months. Given the tour and BMW’s long-term ties, the plan is for even closer collaboration over the next five years.
“Our partnership with BMW is multifaceted,” Hannah Dodds, partnerships director of the DP World Tour, told SportsPro. “It’s one of those partnerships that spreads across the whole tour.
“This is a longer deal than we have done previously and we plan to look at all sorts of ways in which we can elevate fan experiences at the events and through content.
“[It’s about] elevating those fan experiences to making [them] both younger and cooler.”
As an official tour partner, BMW will benefit from extensive branding and product placement at DP World Tour tournaments and across the circuit’s media and digital platforms. BMW will also enjoy access to the Tour’s premium hospitality services and Pro-Ams to create unique customer experiences.
Additionally, BMW will continue to supply its fully electric vehicles to the tour, contributing to the golf organisation’s sustainability efforts.
Beyond that, the watchword for the pair is ‘momentum’ as they look to build on various milestones during 2022 and increase the tour’s appeal.
“There’s very much a sense that golf has a growth in popularity and interest,” said Guy Kinnings, deputy chief executive, Ryder Cup director and chief commercial officer at the DP World Tour.
“We’re seeing it in attendance, we’re seeing it in viewership, we’re seeing it in all sorts of different ways. We’ve had multiple days sold out at events on the tour, including the BMW events, and we’ve not really had that before.
“So it’s how we capture that. And it’s clearly appealing to a new generation. That’s something that BMW are strongly drawn to.”
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