Porsche is continuing its long-standing relationship with golf’s DP World Tour and extending its global golf involvement by agreeing a new multi-year deal to become Title Partner of the Singapore Classic.
With this partnership, the sports car manufacturer is internationalising its activities in professional golf and affording its worldwide customers and fans additional exclusive brand experiences. The deal complements Porsche’s current worldwide activities in customer sport, revolving around the Porsche Golf Cup and the Porsche Golf Circle.
The Porsche Singapore Classic will be played at the Laguna National Golf Resort Club from 21 – 24 March, 2024. It will be the first event on the Asian Swing, the third of five new Global Swings which form the first phase of the DP World Tour's new look season. Past winners of the tournament include legends of the game such as Sir Nick Faldo, Ian Woosnam, and Colin Montgomerie. The tournament has also proved a steppingstone for leading talent across Asia with Arjun Atwal, the first Indian winner on the DP World Tour, and Zhang Lian Wei, the first Chinese winner on the tour, both past winners. The defending champion will be South Africa’s Ockie Strydom.
The extension of Porsche’s involvement in golf to the important Asian market - with a focus on Southeast Asia, Korea and Japan - opens up new opportunities to increase Porsche’s international visibility amongst golf fans in the region and engage the Porsche Golf Community through unique on-site customer and fan experiences. The hole-in-one prize will see a Porsche sports car offered as a prize for the first time on the DP World Tour in Asia, with the recently launched Porsche Panamera Turbo E-Hybrid tempting the professionals on the 17th hole. The new partnership will also look to further develop and grow the tournament, which returned to the DP World Tour schedule in 2023 after a nine-year break.
Through the involvement of its Swiss subsidiary, Porsche will also once again act as the Official Car Partner at the Omega European Masters in Crans Montana in 2024. In addition, Porsche is currently in talks with the DP World Tour with a view to continuing its involvement at the European Open in Hamburg.
“The passion for the game of golf unites our customers worldwide, with increasing relevance in the Asian markets. As the Title Partner of the Porsche Singapore Classic, we can also afford fans in Asia a unique brand experience combined with top sport,” says Detlev von Platen, the member of the Executive Board responsible for Sales and Marketing at Porsche AG. “It thus extends our worldwide involvement in amateur golf with the title partnership at a professional golf event in Asia.”
Keith Pelley, Chief Executive Officer of the DP World Tour, added: “As one of the world’s most iconic automotive brands, Porsche have been a cherished partner of the Tour for several years and we’re delighted that they have chosen to extend this relationship by partnering with the new look Porsche Singapore Classic. This is a fantastic validation of the strength of the DP World Tour and the power of our global platform, which Porsche can utilise to help expand their business across Asia.”