Whether it is on the golﬁng greens, the tennis courts or the racecourse, sponsorship and the support of international events has been an integral part of Dubai Duty Free’s marketing strategy over the years.
Despite the challenges brought on by the COVID-19 pandemic, Dubai Duty Free has continued to invest in sports sponsorship which has helped to favourably position the operation and the city of Dubai. The 2021 sporting ‘season’ began in January with the Omega Dubai Desert Classic, which was won by British player Paul Casey. As a patron sponsor of the tournament, Dubai Duty Free took part in the Pro-AM competition and entertained a limited number of guests in style at the Emirates Golf Club.
The 2021 Dubai Duty Free Tennis Championships, which is owned and organised by Dubai Duty Free, went fantastically well. Held behind closed doors as per the guidelines of the UAE authorities, this year’s tournament carried a prize pot of $3.6 million.
Held under the patronage of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the Championships which took place from 7th – 20th March, was won by two-time Grand Slam winner and former World No.1 Garbiñe Muguruza, while Wild Card entrant, Aslan Karatsev, won his very first ATP title.
In addition, much awareness, is also created by the operation’s involvement in horse racing. Dubai Duty Free regularly ﬂies the ﬂag in the UK in April and September at the historical Newbury Racecourse.
The 26th June saw the 14th running of the prestigious Dubai Duty Free Irish Derby held at The Curragh Racecourse in Ireland, which offered a purse of Euro 1 million. The race meeting marked the return of spectators to sport in Ireland and was won by Godolphin owned Hurricane Lane, trained by Charlie Appleby.
In July, the operation returned to Ireland for the 7th Dubai Duty Free Irish Open held at Mount Juliet Estate and Golf Club. The tournament was won by Australian golfer Lucas Herbert, who claimed his second European Tour tittle.
Meanwhile, the world’s premier international jockey’s challenge, the Dubai Duty Free Shergar Cup took place at Ascot Racecourse in August. Representing Great Britain, Ireland, Rest of the World and The Ladies team in a thrilling six-race showdown, the event was won by the Ladies team for a third time.
In September’s two-day flat racing festival at Newbury, the Dubai Duty Free International W eekend, saw Wings of War, ridden by jockey Adam Kirby winning the Group 2 Dubai Duty Free Mill Reef Stakes.
![A person standing next to a trophy
Description automatically generated](//:0)Other sports to beneﬁt from Dubai Duty Free’s support include the Dubai Duty Free Golf World Cup and the Emirates Airline Dubai Rugby 7’s among others.
Lucas Herbert winner of the 2021 Dubai Duty Free Irish Open
Dubai Duty Free is an official supporter of this week’s DP World Tour Championship at Jumeirah Golf Estates. The championship precludes the Dubai Duty Free Golf World Cup which is celebrating its 28th year, attracting over 100 top duty free executives from around the world for two days of friendly competition on 24th and 25th November.