- Details of the six-year sponsorship agreement between Emirates and the tournament
- Inclusion of branding rights and hospitality experiences for the airline
- Schedule and player lineup for the upcoming 2026 event
- Emirates’ historical and current involvement in global golf sponsorships
Emirates has officially announced a six-year partnership with the Hero Dubai Desert Classic, reinforcing the airline’s long-standing commitment to the sport of golf in the Middle East. This agreement revives a relationship that dates back to 1989 when the airline first sponsored the tournament. The Hero Dubai Desert Classic is recognized as the region’s longest-running golf event and serves as the opening fixture of the DP World Tour’s prestigious Rolex Series.
Under the new agreement, Emirates will receive extensive branding visibility throughout the tournament grounds at the Emirates Golf Club, including logo placement on course signage, scoreboards, and buggies. The partnership also grants the airline premium hospitality rights and opportunities for guests to participate in exclusive Pro-Am events. Sir Tim Clark, President of Emirates Airline, noted that the collaboration aims to further elevate Dubai’s status as a world-class destination for sports and tourism.
The 2026 edition of the tournament is scheduled to take place from January 22 to January 25 on the iconic Majlis Course. It will feature a competitive field of top-tier players, including Rory McIlroy, Dustin Johnson, and Viktor Hovland, who will compete for a prize fund of USD 9 million. Simon Corkill, the Executive Tournament Director, expressed that the partnership reflects the event’s growth from a golf showcase into a broader entertainment experience. This deal expands Emirates’ global sponsorship portfolio, which currently supports 21 tournaments across 26 countries, highlighting the brand’s significant role in bringing elite golf to the region for nearly four decades.