European golf’s DP World Tour has unveiled an exclusive, multi-year partnership with fashion and lifestyle brand J. Lindeberg.
The deal makes the Swedish company the official clothing supplier of the DP World Tour.
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In addition, J.Lindeberg becomes the official clothing supplier of two of the tour’s Rolex Series events in 2024 – the Genesis Scottish Open and the BMW PGA Championship.
As part of the exclusive tie-up, J.Lindeberg will be outfitting DP World Tour personnel, while tournament-branded J.Lindeberg ranges will be available for fans to purchase at these select events.
J.Lindeberg has two ambassadors on the DP World Tour – Viktor Hovland and Matt Wallace.
Guy Kinnings, chief executive of the DP World Tour, said: “Golf has never been more fashionable and this extends to the premium lifestyle brands that are flocking to the sport.”
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By GlobalDataLast month, the DP World Tour expanded its partnership with US whiskey distillery Buffalo Trace Distillery until the end of the 2027 season.
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 organization has restructured its sponsorship structure to match the PGA Tour’s after the two parties agreed to merge their commercial operations with the golf businesses of Saudi Arabia’s Public Investment Fund, including bitter rival the LIV Golf series.
