Photo: Emirates Emirates' interest in supporting sports is undeniable. After unveiling its new "Tennis Plane" last week, the airline is announcing its next partnership with the Hero Dubai Desert Classic, one of the region's most prominent and long-standing golf events. The fresh agreement deepens the airline's long-standing involvement in promoting golf both domestically and internationally.
Founded in 1989, the tournament is considered the opening event of the prestigious Rolex Series on the DP World Tour and takes place on the Majlis Course at the Emirates Golf Club. Over the years, the event has become a powerful magnet for the sport’s top players, as well as a point of interest for a wide global audience, reinforcing Dubai’s position as a premier destination for competitive golf.
As part of the partnership, the company will receive extensive exposure at the tournament venue itself, including signage, branding on scoreboards and buggy vehicles, presence at audience touchpoints, and digital exposure. In addition, the company will offer premium hospitality and unique experiences to its guests.
The 2026 tournament will take place from January 22-25 and offer a total prize pool of $9 million. Top players and past winners are expected to count among the participants.
The move is part of Emirates' extensive global golf operations. Since 2009, the company has sponsored dozens of worldwide tournaments, with 21 tournaments in 26 countries currently available.
Grand Slam A380. Photo: Emirates