Emirates and the Hero Dubai Desert Classic, Dubai’s oldest golf event and a highly anticipated tournament in the Middle East, announced on Jan. 19 that they would begin a six-year partnership.
A Long Lasting Partnership
The 2026 Hero Dubai Desert Classic will take place from Jan. 22 to Jan. 25. Emirates was the first airline to sponsor this tournament during its inception in 1989 and will once again show support as top world players like Grand Slam Champion and four-time winner Rory McIlroy compete for the $9 million prize.
Tim Clark, president of Emirates Airline, commented on the partnership:
“The Hero Dubai Desert Classic has long been a pillar of Dubai’s sporting calendar, showcasing the city’s premier golf courses to the world and attracting the sport’s biggest names. We’ve been part of that story since the tournament’s early days, helping elevate its reach and reputation.”
With Dubai being a highly sought-after golfing destination, Emirates has amplified this evolution for nearly four decades. Both an official partner of the DP World Tour in 2014 and the DP World Tour Championship since its first event in 2009, the airline’s golf portfolio now spans 21 tournaments across 26 countries.
How Emirates Will Benefit
With the tournament evolving into a marquee fixture and attracting global attention, Emirates offers support by bringing some of the world’s most elite golfers to Dubai. During this sporting event, the airline will also offer premium hospitality, opportunities to participate in the tournament’s Pro-Am events, and exclusive experiences for its guests that have yet to be announced.
Simon Corkill, the executive tournament director of the Hero Dubai Desert Classic, announced:
“We are delighted to welcome Emirates back as a partner of the Hero Dubai Desert Classic as this collaboration reflects the tournament’s continued growth and evolution as one of the most anticipated international annual sporting events.”
In return for the airline’s contributions, Emirates will benefit during the tournament with extensive branding across the grounds, including course signage, logo placements on scoreboards and buggies, spectator touchpoints, digital visibility, and more.
Are you a golf fan? Will you be travelling to Dubai anytime soon? Share your thoughts on this new partnership in the comments below.
