BMW revs up sponsorship of European Tour

Ernie Els walks up the 18th fairway at the Wentworth Club during the second round of last week’s BMW PGA Championship.

BMW announced a four-year extension of its title sponsorship of the BMW PGA Championship, the European Tour’s flagship event at Wentworth Club through 2014.

The German car manufacturer has strong ties to the European Tour, serving as title sponsor of two other events this season: the BMW Italian Open and the BMW International Open in Germany. In addition BMW is the official car partner of the European Tour, the 2010 Ryder Cup and 11 European Tour events.

“BMW is our strongest and most committed commercial partner with the events they support here in Europe and around the world,” said George O’Grady, the European Tour’s chief executive. “The foundations were laid in 1989 with the first BMW International Open and strengthened in 2005 with the first BMW PGA Championship, and we are delighted to announce the extension of our partnership to 2014.”

Added Ralf Hussmann, BMW Sports Marketing & Brand Cooperation: “BMW has been involved in golf for more than 20 years and we continue to see it as an emotional platform through which to market our products and communicate with our key customers, both in Europe and further afield.

There have been 38 BMW events on the European Tour international schedule, including this year’s BMW PGA Championship: 21 BMW International Opens, seven BMW Asian Opens, six BMW PGA Championships, two BMW Russian Opens and two BMW Italian Opens.

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