European golf’s DP World Tour and banking giant HSBC have signed an agreement that will see the bank remain as title partner of the Abu Dhabi HSBC Championship for the 2024 edition of the tournament.
This announcement, made yesterday, extends a partnership between the two organizations that first began in 2011.
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Jonathan Castleman, global head of brand at HSBC, has now said: “We are thrilled to continue our long-term partnership with the Abu Dhabi Sports Council and DP World Tour as the Abu Dhabi HSBC Championship returns to Yas Island for the third consecutive year.
“The new format DP World Tour Play-Offs sees the tournament entering a new era, and HSBC has been supporting growth ambitions and opportunities across the UAE since we first opened our doors for business here more than 75 years ago."
Max Hamilton, group commercial director of the DP World Tour, added: “HSBC’s excellence in partnership activation, honed by supporting the game of golf for many years, has been pivotal in building the tournament into what it is today.
“The event’s new November slot within the DP World Tour Play-Offs will further elevate its profile as world class golfers descend on Yas Links once again.”
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By GlobalDataThe nineteenth edition of the Abu Dhabi HSBC Championship will be held at Yas Links on Yas Island, an island in Abu Dhabi, United Arab Emirates, between November 7 to 10 this year.
It will feature the leading 70 players on the Race to Dubai Rankings, with the top 50 at the end of the tournament qualifying for the season-ending DP World Tour Championship in Dubai.
Earlier this month the DP World Tour agreed a new partnership with Clere Golf, the digital communications and graphics company through the end of the 2026 season.
As part of the agreement, Clere Golf will become the official yardage book supplier of the DP World Tour.
The DP World Tour has secured several sponsors in recent months, including a deal with whiskey brand Buffalo Trace Distillery to become its first new official marketing partner as part of a restructuring of its commercial operations to match the PGA Tour.
The tour’s other recent commercial activity included a deal with fashion and lifestyle brand J. Lindeberg as official clothing supplier, and a long-term partnership with golf cart manufacturer Club Car was renewed earlier in the year.
In a recent interview with Sportcal (GlobalData Sport), DP World Tour group commercial director Max Hamilton revealed that the organization’s sponsorship revenue will see a 100% increase by the end of the year compared to pre-pandemic levels in 2019.
