European Tour Goes Atomic on Sponsorship

The European Tour has appointed fellow Sport for Business member Atomic Sport as the commercial partnership sales agency of the Dubai Duty Free Irish Open.

This year’s event, hosted by 2014 Ryder Cup Captain Paul McGinley, took place at Lahinch Golf Club and has the backing of key partners Dubai Duty Free, Rolex, Emirates, BMW, Allergan and Heineken.

The event prize money this year was €7 million making it one of the richest and most valuable sponsorship properties on the island of Ireland.

Atomic Sport have been selected for this key role due to their deep understanding of the opportunities and challenges faced by brands in sponsorship, and their knowledge of the Irish market.

“Having worked with Atomic Sport previously, we are well aware of the strategic and creative approach they take to helping rights holders and brands get the most out of sponsorship,” said Max Hamilton, Head of Commercial Partnerships at the European Tour.

“We’re really looking forward to developing our partnership offering in Ireland with the team at Atomic Sport.”

“The commitment the European Tour has made to innovating its product offering, really understanding their fanbase, and creating award-winning content puts the Dubai Duty Free Irish Open in a fantastic position to offer world class partnership opportunities,” added Patrick Murphy, Director at Atomic Sport

“Everyone at Atomic Sport is excited about helping brands connect with these opportunities.”

Sport for Business worked with both parties in 2018 in hosting a very special ‘Inside the Ropes’ event featuring Paul McGinley and Tony McCoy.

The success of this year’s Dubai Duty Free Irish Open was enhanced by spectacular TV coverage going to the United States on the Golf Channel.

Adding in the natural benefit from the hosting at Royal Portrush of the 148th Irish Open and the staging next year of the JP McManus Pro-Am tournament at Adare, professional golf is as high in the public eye as it has ever been.

A selection of the venue to host the 2021 Dubai Duty Free Irish Open is expected to be made in the coming weeks.

The title sponsor is committed to next year’s event and has an option to extend for a further two years after that.

Image credit: Getty Images / European Tour

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