Abu Dhabi-based real estate developer Aldar has now become an overall sponsor of European golf's DP World Tour through a three-year deal that expands its commercial relationship with the property.
Under the terms of a tie-up unveiled today, Aldar becomes the tour's official real estate partner through 2027. The brand is already a partner of the annual Abu Dhabi Championships DP World Tour event, played at the Yas Links Abu Dhabi course which sits within the Aldar portfolio. GlobalData Sport has valued the brand's sponsorship of that specific tournament at $140,000 annually.
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It now becomes an overall marketing partner of the tour, and also a specific sponsor of another three tournaments initially -the Porsche Singapore Classic, the Volvo China Open, and the BMW PGA Championship.
The tour has said that Aldar also has the opportunity to "add further tournaments year-on-year," potentially paving the way for further enlargement of this tie-up.
Guy Kinnings, chief executive of the DP World Tour, said: "Our partnership with the DP World Tour allows us to connect with a global audience, while also promoting the game within local communities in the UAE. As we continue to expand at home and abroad, we look forward to showcasing our world-class destinations and creating exceptional experiences both on and off the course."
In terms of DP World Tour commercial activity, mid-March saw the property announce Turkish Airlines as the naming rights partner of the Turkish Open – set to return to the tour next month (May) after a six-year absence.
Major tour sponsors, meanwhile – aside from DP World as headline and naming rights partner – include Emirates, Rolex, BMW, and Fortinet.
Jonathan Emery, CEO at Aldar Development, added: "Aldar joins an illustrious list of UAE-headquartered companies who are utilizing the DP World Tour as a platform to grow their business internationally … Aldar can now strengthen its role in the international sports and lifestyle sector and showcase its rapidly growing property portfolio in priority markets across the globe."
