CNN International signs up to co-sponsor 2004 Dubai Desert Classic

The PGA European Tour event, which will be held at the Emirates Golf Club's Majlis Course from March 4-7, will be the first sporting event to enjoy major sponsorship from CNN International. And the organizing Dubai Desert Classic Executive Committee believes the agreement will take the 15th staging of the tournament to even greater heights.

'To be the first European Tour golf tournament to receive sponsorship support from such a global brand as CNN International is a major boost for the Dubai Desert Classic,' said Executive Committee Vice Chairman Mohammed Buamim after completing the signing agreement with Rani Raad, CNN International's Vice President Southern Europe, Middle East and Africa.

'This sponsorship agreement takes the event to a whole new level. Our international exposure will increase accordingly and we will be able to broadcast Dubai's message to an even larger audience than ever before.'

As part of the agreement, CNN International will produce and broadcast a total of 164 commercials promoting the 2004 Dubai Desert Classic to 127 million households in Europe, Africa, the Middle East and Asia Pacific. The first of the series of 45-second ads will be transmitted around two months before the start of the tournament itself.

Speaking at the Emirates Golf Club, CNN International's Rani Raad added: 'The Dubai Desert Classic is a landmark event for the city of Dubai and we are delighted to be a co-sponsor for the fifteenth staging of the tournament in 2004.

'The Dubai Desert Classic fits in perfectly with CNN's viewer profile and the event will attract the type of audience and participants we target.

'As a brand, this is the first time we have ever been involved in a golf tournament of this nature and we are all very excited to the opportunities it will bring both CNN International and the Dubai Desert Classic.'

Sponsored by Dubai Aluminium Company (DUBAL) and organised and promoted by the Dubai Desert Classic Executive Committee, the 15th Dubai Desert Classic will again be one of the overseas highlights for the players from the European Tour as well as the invited stars from around the world.

Besides DUBAL as the main sponsor of the Dubai Desert Classic and CNN International as co-sponsor, other sponsors include official caterer, hotel and challenge match sponsor Jebel Ali Golf Resort and Spa, co-sponsors Emaar, co-sponsors Ports, Customs and Free Zone Corporation and official courtesy car BMW.