The European Tour has announced Hilton as an Official Partner for the next three years. Hilton has previously been a supplier to the European Tour and the new partnership will see Hilton sponsor the BMW PGA, BMW International, Aberdeen Standard Investments Scottish Open and Italian Open in 2018.
The new deal will see the partnership work on a number of exciting initiatives including a revamp of the European Tour ‘Hilton Golfer of the Month’ activation to allow fans to vote for a winner, naming rights to the European Tour annual ‘Golfer of the Year’ Award and activation at each tournament on a unique ‘Hole in One’ competition which will allow Hilton guests to win a holiday – at the BMW PGA Championship should a hole in one be scored both the player and lucky fans will win flights and accommodation to the Seychelles . The European Tour and Hilton will also collaborate on a new ‘Life on Tour’ podcast, set to be launched later this year.
Also as part of the new agreement, Hilton will utilise the European Tour’s content and digital platforms to help drive brand awareness, grow its audience engagement and ultimately drive revenues.
Aligi Gardenghi, Vice President Marketing Europe, Middle East & Africa at Hilton said: “We’re delighted to upgrade our relationship with the European Tour by becoming an Official Partner. The European Tour provides us with an outstanding platform to showcase our portfolio of Hotels, deliver exceptional experiences to our guests and connect with passionate golf fans across the world we’re looking forward to be collaborating on a number of exciting initiatives this year and beyond.”
Keith Pelley, CEO of the European Tour, added: “Hilton has been a significant supporter and supplier to the European Tour of a number of years now and we are thrilled to commence a new relationship with them as an Official Partner. It is incredibly exciting to work even more closely with a brand of the scale and prestige of Hilton and we look forward to some exciting collaborations over the next three years.”
Hilton’s golf ambassadors currently include Chris Wood, Jamie Donaldson, Matteo Manassero and Bernd Ritthamer.