The DP World Tour has agreed a partnership agreement with glasses brand Maui Jim, which names the company the official eyewear supplier of the tournament.
The multi-year collaboration will see the Hawaii-based brand Benefiting from global marketing rights as well as an onsite presence at several tournaments throughout the season, whilst supplying eyewear to staff working at events.
Max Hamilton, Commercial Director at the European Tour Group, commented: “We’re delighted to welcome Maui Jim as our Official Eyewear Supplier and will see their products in use by our teams across the world during the new DP World Tour season.
“The brand is premium, high tech, and globally minded – so this partnership felt like a perfect fit for both parties. We look forward to promoting the brand to golf fans through a series of digital and tournament specific activations.”
Furthemore, the agreement will also enable Maui Jim to engage with golf fans around the world via news media and digital platforms as the company will also become the official eyewear supplier to two Rolex Series events each season – the BMW PGA Championship at Wentworth Club in the UK, and the DP World Tour Championship in Dubai at the end of season.
Martijn Van Eerde, Senior Director, Marketing EMEA & APAC of Maui Jim, added: “We take great pride in the renewal of our partnership. In 2019 we boosted our presence in golf by becoming the official supplier of the Tour, a relationship that quickly proved to work very well and we immediately saw a great fit between our teams and culture.
“The pandemic of course abruptly interrupted progress, but now we feel very fortunate to be able to resume our joint efforts with this milestone agreement. Golfers around the world, as well as many working in and around the sport, can benefit greatly from using our products and technology.”
The franchise already has some brand ambassadors in the golfing industry, including Spanish professionals Miguel Angel Jimenez and Jorge Campillo.
“We look forward to working with the European Tour group across the DP World Tour to further develop that potential alongside our efforts in tennis, Formula 1, SailGP and of course Manchester United partnerships,” continued Van Eerde.
Last month, it was announced that The European Tour group and DP World had extended their partnership to make DP World become the new title sponsor of the competition from the start of the 2022 season.
The ‘new look’ took the DP World Tour prize money over $200 for the first time, whilst adding a new minimum prize fund of $2 million for all tournaments solely sanctioned by the DP World Tour.