Originally published on March 16th, 2015
Dubai Duty Free has been unveiled as the new title sponsor of the 2015 Irish Open Hosted by The Rory Foundation.
World number one Rory McIlroy will play the role of tournament host on behalf of his charitable foundation and is believed to have played an instrumental part in bringing in the first fully commercial headline title sponsor since Three in the year Shane Lowry won the tournament.
The event takes place earlier than usual this year, between May 28 and 31, avoiding a clash with the 150th running of the Dubai Duty Free Irish Derby at the Curragh, previously the brands principal engagement with Irish sport.
The growing list of major names has been an important part of what is, for now, a one year deal. McIlroy is set to be joined by Rickie Fowler, Ernie Els, Sergio Garcia and Lee Westwood as well as Graeme McDowell, Padraig Harrington and Ryder Cup Captain Darren Clarke.
“It’s great news that Dubai Duty Free has come on board as the title sponsor for this year’s Irish Open,” said McIlroy speaking via video link to the announcement of the deal in County Down on Friday.
Strong Global Brand
“Dubai Duty Free is a strong global brand with great experience in sports sponsorship through golf, tennis and horse racing.
“The European Tour and I both have strong links to Dubai, and I am sure Dubai Duty Free will bring a lot to the event and add to its already great prestige.”
Dubai Duty Free had a turnover of US$1.9 billion in 2014, and has a long association with golf through involvement with the DP World Tour Championship and the Omega Dubai Desert Classic, won at the Emirates Golf Club this year by McIlroy.
It established and owns the Dubai Duty Free Tennis Championships, which reaches a global audience of over 400 million TV viewers and generates media exposure of US$718 million.
Overall Strategy
“Sports sponsorship plays a huge role in our overall marketing strategy,” said Colm McLoughlin, Executive Vice Chairman of Dubai Duty Free.
“It fosters goodwill and allows our brand to travel all around the globe.”
“We are delighted to become the title sponsor of the Irish Open hosted by The Rory Foundation. The tournament has a tremendous history and is the flagship golf event in Ireland providing thrilling golfing action for spectators, golf fans and television viewers around the world.”
“This year’s tournament features a fantastic line-up and we are very much looking forward to working with Rory McIlroy and his Foundation, The European Tour, Tourism Northern Ireland and the members and management of Royal County Down on this prestigious sporting event.”
Tourism authorities will retain an involvement through Tourism Northern Ireland. It remains to be seen whether any of the three main entities behind the event in 2015 will remain on board for 2016 when the tournament comes south of the border again before returning North to Lough Erne in 2017.
For now though, there is an international brand on board, alongside a range of existing sponsors from BMW and Heineken to Moy Park.
Image Credit: Sport for Business
