In a move that signals a major commitment to professional golf, Emirates and the DP World Tour Partner Agreement has been extended through 2031.
Emirates will remain the Official Airline and Marketing Partner of this elite global golf tour, ensuring that its presence will continue to be felt at tournaments spanning multiple continents, all leading to the highly anticipated DP World Tour Championship in Dubai.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline and Group, remarked, “We’re proud of our deep roots in golf, and of our role in boosting Dubai’s place as one of the world’s most sought-after destinations for top players and golfing enthusiasts with its world-class courses.
Emirates’ continued investment in the DP World Tour will enable us to maintain our long-standing connection with golf fans across Europe, the US, Asia, Africa, and Australia, and of course in our home of Dubai, where golf’s greatest names vie for the prestigious Race to Dubai title.”
Meanwhile, Guy Kinnings, CEO of the DP World Tour, is thrilled about extending this alliance with such an influential partner. “Emirates are one of our longest-serving partners, and I am delighted that they have decided to extend our relationship until the end of the 2031 season,” he said.
“They are extremely experienced in the sports sponsorship landscape, and this long-term agreement is a strong validation of the ongoing strength of our partnership platform as golf’s global Tour.
As an airline that connects the world, we continue to build campaigns that resonate with Emirates’ global customer base.”
This new phase of the partnership brings with it high visibility for Emirates throughout each DP World Tour season, enhanced by strategic branding placements, marketing collaborations across media and digital platforms, premium hospitality, and exclusive Pro-Am opportunities.
Emirates will continue its Official Tournament Partner role at 15 events per season, reinforcing its presence through the popular Virtual Eye feature, a unique animated graphics system offering real-time player tracking and engaging fairway flyovers on television broadcasts and digital platforms.
Emirates will also drive fan engagement with its “Fly Better Moments” segment, an exciting digital content series that captures standout shots and pivotal moments from each event.
This dynamic initiative brings golf fans closer to the action, connecting viewers worldwide with key highlights throughout the season.
Emirates’ deep ties with the DP World Tour span over three decades, beginning with the airline’s Title Partnership of the Dubai Desert Classic in 1989.
This longstanding relationship has grown steadily, seeing Emirates become a Partner of The Race to Dubai and the DP World Tour Championship in 2009, before being named Official Tour Partner and Official Airline in 2014.
Through these years, Emirates has flown over 800 professional players to Dubai for the Tour Championship, while 60,000 fans annually gather to witness the world’s best golfers contend for the iconic Race to Dubai title.
As Emirates and the DP World Tour partner agreement extends until 2031, this enduring alliance will continue to bring thrilling golf action to fans worldwide, ensuring the sport reaches new audiences while solidifying Dubai’s place on the global golfing map.
