DUBAI, UAE – Emirates, a global connector of people and their passions is concluding a successful year as the Official Airline of The European Tour. With the DP World Tour Championship winding down in Dubai, Emirates has helped bring together golf’s top players for an exciting culmination to ‘The Race to Dubai’. The airline extended its investment in The European Tour in December 2013 for an additional ten tournaments until the end of the 2017 season.
Boutros Boutros, Divisional Senior Vice President, Corporate Communications, Marketing and Brand said: “The DP World Tour Championship is a signature event that provides a global stage for golf’s highest achievers like Rory McIlroy and Henrik Stenson. It’s also special because it’s taking place on our home turf, Dubai, which has become one of golf’s most dynamic destinations. We expanded our support for more European Tour golf events and have been engaging with more golf fans this year by successfully activating our sponsorships to deliver meaningful experiences.”
During the 2014 season, Emirates transported over 4,300 golf clubs, distributed 8,000 pieces of branded merchandise to golf fans and served over 14,000 meals to European Tour players. Emirates flew European Tour players over 27 million miles to reach their tournaments during the season. Over 80 Emirates Cabin Crew attended the 19 European Tour events supported by the airline to help deliver great experiences for golf fans.
Emirates has also successfully activated hospitality experiences incorporating the theme of its destination network during European Tour tournaments. In addition, it has also activated its ‘Race to Dubai’ experimental booth where players who put the most balls, and remained on top of the leaderboard during each tournament won packages to Dubai to attend the DP World Championship.
In 2013, Emirates added an additional ten tournaments to its international schedule including the BMW PGA Championship, the Nordea Masters, the D+D Real Czech Masters, the Aberdeen Asset Management Scottish Open, the Portugal Masters, the Italian Open, the Joburg Open, the South Africa Open Championship, the Nelson Mandela Championship and the ISPS Handa Perth International.
Beyond its commitment to 19 European Tour events, Emirates also sponsors the Thailand Open (Thailand-One Asian Tour), The Emirates Australian Open, The Australian PGA Championship (Australia-Australasian Tour), the Indonesia PGA Championships (One-Asia Tour) and finally the Boeing Classic (USA) on the PGA Champions Tour in the United States.