The DP World Tour has extended its partnership with BMW Group so that the automotive brand remains an official partner, and the official car, of the tournament.
Now spanning until the end of the 2027 season, BMW will also remain as title partner until that year’s editions BMW PGA Championship – a Rolex Series event – and the BMW International Open, where it will remain the promoter of the tournament.
Guy Kinnings, Deputy Chief Executive and Chief Commercial Officer of the European Tour group, said: “The BMW brand stands for luxury, innovation, and sportiness – all values that closely match our own and the Tour benefits significantly from partnering with such an iconic brand and respected partner of the game of golf.
“Over the last 33 years we have developed an extremely close working relationship that continues to drive strong value to BMW’s global engagement in sport.
“With this extended partnership, we will have ample opportunities to use the DP World Tour to showcase both their range of products and our collective leadership credentials in passion areas such as sustainability and technology innovation.
“Together, we will also make sure that the BMW PGA Championship and BMW International Open keep innovating to elevate the fan experience and continue to be key moments on the sporting and entertainment calendars in Germany and the UK each year.”
This partnership, which originally began in 1989, cements BMW as one of the Tour’s longest standing partners.
BMW first ran and promoted the first BMW International Open in its hometown of Munich, and then became Title Partner of the BMW PGA Championship at Wentworth in 2005.
The company will benefit from ‘highly visible branding and product placement’ at DP World Tour tournaments each season and across the Tour’s media and digital platforms.
BMW will also access the Tour’s hospitality services and Pro-Ams in the aim of creating unique customer experiences.
As Official Car of the DP World Tour, BMW will continue to supply its fully electric vehicles to the DP World Tour and make a ‘valuable contribution’ to a sustainable tournament experience for players, staff and fans.
“The close collaboration with the European Tour Group, which started back in 1989 with the inaugural BMW International Open, played an important role in the BMW Group becoming one of the most reliable and dedicated partners in international golf,” concluded Bernhard Kuhnt, Senior Vice President BMW Group Europe.
“We are delighted to continue along this successful path with the DP World Tour, and to bring innovative developments to both the sport and our events.”