Emirates will continue to benefit from visible branding at DP World Tour tournaments throughout the season. (Credit: DP World Tour)

Dubai-based airline Emirates has extended its deal as a major sponsor of golf’s DP World Tour for another seven years.

The company has prolonged its status as the tour's official marketing partner (OMP) and airline until the end of 2031.

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Emirates currently sponsors an international roster of DP World Tour tournaments, including the DP World Tour Championship in its home of Dubai.

Through the multi-year renewal, Emirates will continue to benefit from visible branding throughout the season. In addition, it will receive marketing opportunities across the tour’s media and digital platforms, access to premium hospitality, and exclusive Pro-Am experiences.

The airline will also have official tournament partner status at 15 events on the DP World Tour calendar each season.

Emirates will continue to sponsor the Tour’s Virtual Eye, providing year-round exposure on live television broadcasts and the tour’s website and social media platforms.

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Virtual Eye is an animated graphics system with fairway flyovers and three-dimensional course models that provides real-time positioning and information about a player’s performance.

In addition, the Emirates Fly Better Moments content strand on the tour’s digital platforms will provide snapshots of key on-course moments.

Guy Kinnings, DP World Tour chief executive, said: “Emirates are one of our longest-serving partners. They are extremely experienced in the sports sponsorship landscape and this long-term agreement is strong validation of the ongoing strength of our partnership platform as golf’s global tour.”

Emirates has had a long-standing presence in major golf tournaments. The airline’s partnership with the DP World Tour stretches back 35 years after it became the title partner of the Dubai Desert Classic in 1989.

The carrier then became a partner of The Race to Dubai, and the season-ending DP World Tour Championship in 2009, before expanding to an official tour partner and official airline of the tour in 2014.

Emirates sits in the DP World Tour’s top-tier OMP sponsorship category alongside BMW, Rolex, HSBC, Fortinet, Hilton, and Buffalo Trace Distillery, the latter of which was signed up in June.

The Europe-based body restructured its commercial model last year to match the PGA Tour’s after their tie-up in 2020, making the OMP category its top commercial tier.

Read: DP World Tour sees commercial uplift with strengthened PGA Tour ties