Emirates Signs Six-Year Partnership with Hero Dubai Desert Classic
Emirates has announced a six-year partnership with the Hero Dubai Desert Classic (HDDC), reinforcing its continued support for golf in Dubai.
The Hero Dubai Desert Classic is one of the region’s longest-running golf tournaments and serves as the opening event of the DP World Tour’s Rolex Series. First held in 1989, the tournament is hosted on the Majlis Course at Emirates Golf Club and has welcomed leading international players over the years. It remains a key fixture on Dubai’s annual sporting calendar and draws attention from spectators on-site as well as audiences following global broadcasts and digital coverage.
Under the agreement, Emirates will receive branding visibility across the tournament venue, including course signage, scoreboards, buggies, spectator areas, and digital platforms. The airline will also offer hospitality experiences, access to Pro-Am participation opportunities, and curated guest experiences during the event.
Sir Tim Clark, President Emirates Airline, said: “The Hero Dubai Desert Classic has been an important part of Dubai’s sporting calendar, showcasing the city’s golf courses and attracting leading names in the sport. We’ve supported the tournament since its early years and have helped extend its reach. The event now draws visitors to Dubai and is followed internationally through broadcasts and digital platforms. As we look ahead, we remain committed to supporting the tournament’s global profile and delivering experiences for players and fans.”
Simon Corkill, Executive Tournament Director of the Hero Dubai Desert Classic, said: “We are pleased to welcome Emirates back as a partner of the Hero Dubai Desert Classic. This collaboration reflects the tournament’s continued development as an annual international sporting event. The tournament has expanded beyond competition to include hospitality, entertainment, and a broader on-site experience. These are values we share with Emirates, and we look forward to delivering the 37th edition for players, partners, and spectators.”
Dubai continues to attract golfers across skill levels through its courses, facilities, and tournament calendar. Emirates has supported this growth for several decades, including its role as Official Airline Partner of the DP World Tour since 2014 and its partnership with the DP World Tour Championship since 2009. Emirates’ golf portfolio currently includes 21 tournaments across 26 countries.
The 2026 Hero Dubai Desert Classic will take place from 22 to 25 January, with players competing for a share of the USD 9 million prize fund. The field is expected to include Rory McIlroy, a four-time winner of the tournament, along with other leading international golfers.
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