Emirates announces its continued sponsorship of The Dubai Desert Classic

Emirates' association with the Dubai Desert Classic began with the inaugural tournament in 1989 - and in that time both the tournament and the airline have seen unrivalled growth and success.

Dubai is rapidly developing a reputation as a centre of excellence for golf as the city is home to some of the world's best courses. This well-deserved reputation is perfectly highlighted by the hosting of the Dubai Desert Classic which attracts the world's top players to the city.

This tournament is one of the premiere golf events on the European PGA Tour and as Official Carrier Emirates brings some of golf's biggest names to compete here in Dubai. This year's tournament offers the biggest prize money so far with players battling it out for the $2.2 million on offer between March 3rd and 6th at the Emirates Golf Club.

This year's impressive line up includes the 1996 Dubai Desert Classic winner Colin Montgomerie, 2001 champion Thomas Bjorn, world number three Ernie Els, the current defending champion and two-time Major winner Mark O'Meara, as well as Australian legend Greg Norman.

Emirates is committed to sports sponsorship and believes it is a vital element in the airline's marketing strategy and a perfect way to connect with its customers and share their passion. Sheikh Ahmed bin Saaed Al-Maktoum, Chairman of Emirates, said: "Emirates believes that sponsorship is one of the best ways to integrate with our passengers. It allows us to share and support their interests and to build a personal relationship with them. Our sponsorship of The Dubai Desert Classic helps us achieve this goal."

Emirates' involvement in golf and golf sponsorship is truly international and the airline is involved with golfing events and tournaments around the world. In addition to the Dubai Desert Classic, Emirates has also been closely involved with the European PGA Tour having supported The BMW Munich International Open, as well as the BMW Asian Open, the Barclays Scottish Open at Loch Lomond and The Holden New Zealand Open.

Emirates' commitment to sponsorship of golf both locally and internationally shows a true understanding of the sport globally. However, it is sponsorship of such an important golf tournament in Emirates' home base of Dubai that truly displays Emirates' passion for the sport and its ongoing commitment to Dubai as a great destination for golfers and international travellers visiting Dubai on both business and pleasure.