European Tour attracts continental event title sponsors for UK Swing
Golf’s European Tour has secured the backing of three established partners for the UK Swing, the special series of events taking place in the country in July and August.
Estrella Damm, the Spanish beer brand, Porsche, the German car maker, and Swing Index, the golf technology aid, are all supporting the series of six tournaments, which continues with the Hero Open at the Forest of Arden near Birmingham this week.
Most of the events were organised at short notice to fill a gap in the schedule left by the postponement and cancellation of tournaments as a result of the coronavirus pandemic.
Estrella Damm, based in Barcelona, is already the title sponsor of the European Tour’s Andalucia Masters, which will be the first event in continental Europe after the UK Swing, while Porsche is the title sponsor of the Porsche European Open, now held in Germany, but cancelled for this year.
Swing Index, which was launched as an official venture of the Tour in 2019, uses artificial intelligence to help golfers of all levels improve their swing via a mobile app.
The UK Swing got under way with the Betfred British Masters at Close House, near Newcastle, last weekend, and, following the Hero Open, continues with the English Championship at Hanbury Manor in Hertfordshire, the Celtic Classic and the ISPS Handa Wales Open, both at Celtic Manor in Wales, and the ISPS Handa UK Championship at The Belfry in Warwickshire.
The events all offer prize money of €1 million ($1.17 million), with the exception of the British Masters, for which there was a purse of €1.25 million.
Sponsors already signed up include Hero MotoCorp, ISPS Handa, Loch Lomond Whiskies and Covid-19 testing specialists Cignpost and LetsGetChecked.
Welcoming the latest UK Swing sponsors, Max Hamilton, the head of commercial partnerships at the European Tour, said: “Not only are we building on existing relationships, we are developing new ones with new partners aligning with our brand...
“These three companies join a number of brands who have committed their support to the UK Swing, continuing the momentum generated by the European Tour with the resumption of the 2020 Race to Dubai.”