Maui Jim, the sunglasses and eyewear manufacturer renowned for its superior lens technology and premium collection, has become the Official Eyewear Supplier of the European Tour.
As part of the new agreement, the Hawaii-based brand will supply eyewear to European Tour staff working at events across the world. Benefiting from global marketing rights as well as an onsite presence at several tournaments throughout the season, the agreement will also enable Maui Jim to further engage with golf fans around the world across traditional and digital platforms.
“It is a phenomenal milestone for Maui Jim to become the official eyewear supplier of the European Tour and we can’t wait to welcome them into our family. It will be an honour to work with the players, staff and enthusiasts, alongside enabling us to continue spreading our Aloha spirit,” said Martijn Van Eerde, Maui Jim Marketing Director for Europe.
“After having successfully established global partnerships with the ATP in tennis and Manchester United in football, while linking up with various other sporting communities, this gives us the opportunity to strengthen and take our relationship with the golfing community to the next level.”
Max Hamilton, Head of Commercial Partnerships at the European Tour said: "We are excited to welcome Maui Jim into the European Tour Official Supplier family, and particularly look forward to seeing them in the field at many of our events across the world this season.
"Maui Jim is an innovative, fast-growing premium eyewear brand with fantastic products that are used by our players and fans. With the Europeans Tour’s audience, and ability to promote Maui Jim at tournaments and digitally across the year, there is a strong fit from which to build this partnership."
Maui Jim brand ambassadors include athletes from across the globe, such as world-class golf players Miguel Angel Jimenez, Robert Karlsson, Renato Paratore and the latest addition to their roster, Jorge Campillo.
Invented more than 30 years ago to combat the harsh rays of the Hawaiian sun, all Maui Jim sunglasses cut 100 percent of harmful UV rays and 99.9 percent of glare from above, below and behind each lens. Maui Jim’s PolarizedPlus2® lenses increase definition and depth perception, which is particularly important for golf, and can be found in a wide variety sport and casual styles for both men and women.
The lenses come in four different lens materials, and in four different lens colors (plus four mirrored options) to enhance vision in varying light conditions. The Hawaiian sunglasses and eyewear manufacturer is the only company to use three rare earth elements, and other treatments, to white-balance its lenses, resulting in true color vibrancy. All Maui Jim sunglasses have been recommended by The Skin Cancer Foundation as an effective UV filter for the eyes and surrounding skin.