European golf’s DP World Tour has today announced an expanded partnership agreement with US whiskey distillery Buffalo Trace Distillery until the end of the 2027 season.

As part of the multi-year deal, the brand becomes the tour’s first new official marketing partner, and the official whiskey partner.

Described as a “360-degree partnership”, the deal will be activated across various touchpoints including broadcast and news media, custom social and digital content, in-store, and on-course branding and pouring experiences.

Various whiskeys from the distillery will be available in hospitality and food and beverage concessions at DP World Tour events.

The new agreement builds on the existing relationship between both organizations that started in 2023.

Last season, Buffalo Trace Distillery was an official partner of the British Masters and official sponsor of two Rolex Series events - the Scottish Open and the PGA Championship.

Beginning in 2024, Buffalo Trace Distillery’s activations will focus on four markets spanning four continents – the UK, South Africa, Australia, and South Korea – with more to come in the subsequent years.

The whiskey distillery will serve as a top-tier DP World Tour partner alongside title sponsor DP World, Emirates Airline, Fortinet, Hilton, and Rolex.

The DP World Tour has restructured its sponsorship structure to match the PGA Tour’s after the two organizations agreed to merge their commercial operations with the golf businesses of Saudi Arabia’s Public Investment Fund, including bitter rival the LIV Golf series.

Max Hamilton, group commercial director of the DP World Tour, said: “DP World Tour events have evolved to become full entertainment experiences and our partners play a big role in delivering this vision.

“We’re delighted that the scalability of the DP World Tour, and premium audience it engages, has enabled us to expand our partnership.”