Emirates extends sponsorship of Hong Kong Open

The 50th edition celebrations of the Hong Kong Open this year, held at the Hong Kong Golf Club from 20th – 23rd November, have been further boosted by the news that Emirates Airline will extend its sponsorship deal to 2011.

The new three-year sponsorship deal continues Emirates’ hugely successful partnership with the world-renowned golf tournament, which this year will be the second event in the ‘Race to Dubai’. Emirates will continue to be the UBS Hong Kong Open’s Official Airline following on from the initial four-year sponsorship.

Mike Simon, Emirates’ Divisional Senior Vice President, Corporate Communications, said: “The Hong Kong Open is one of the most eagerly anticipated events in the Hong Kong sporting calendar and is a huge draw for both national and international golf fans. We are very excited to be an integral part of the tournament, which is an excellent platform to connect with our customers and passengers.

“Sports sponsorship is an important component of our marketing strategy and our close association with the Open has helped enhance our brand awareness and business in the region.”

David Ciclitira, Chairman of the tournament promoter, Parallel Media Group, added: “We are delighted that Emirates is extending its close partnership with the Open and we look forward to continuing this successful partnership through 2011.”

For this year’s tournament, Emirates will sponsor the seventh hole at the Hong Kong Golf Club, renaming it the ‘Emirates A380 Par 4’, in celebration of the delivery of the first three of 58 Airbus A380 aircraft that the airline has on order. Emirates will make a donation to the Youth Outreach Charity for every professional who birdies the hole over the four days of play.

In addition, Emirates will run a number of promotions during the tournament including ‘Spot The Emirates Cap Competition’, ‘Hole-In-One Charity Contest’ and ‘Pro-Am Charity Closest to the Pin Challenge’ which offer a prize pool of five return Business Class tickets to Dubai and a two night stay in Emirates Hotels & Resort’s city-based hotel, The Harbour Hotel & Residence. Skywards, Emirates’ frequent flyer programme, will also be offering golf fans the chance to win 200,000 Skywards Miles.

In the China region, Emirates has been Official Airline to three golf tournaments in 2008; the BMW Asian Open (24th to 27th April - Shanghai), HSBC Champions (6th to 9th November - Shanghai) and the UBS Hong Kong Open.

First held in 1959, the Open is Hong Kong’s oldest professional sporting event and is considered one of the jewels in the crown of Asian golf. It has always been staged at the same venue, the historic Hong Kong Golf Club in Fanling, and is tri-sanctioned by the Hong Kong Golf Association, Asian Tour and the European Tour.

Apart from being the Official Airline of 12 golf tournaments internationally, Emirates’ global sports sponsorship portfolio includes the FIFA World Cup (and all projects between 2007 and 2014), Arsenal Football Club and Emirates Stadium (since the 2006 season), and a host of high-profile horse racing, tennis, rugby, sailing, Australian rules football and cricket events around the world.