European Tour checks in with Hilton

Men’s golf tour upgrades hotel chain from supplier to partner.

European Tour checks in with Hilton

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Golf’s European Tour has announced a three-year partnership with Hilton.

The deal sees the hotel chain sponsor the BMW PGA, BMW International, Aberdeen Standard Investments Scottish Open and Italian Open in 2018.

Hilton is also granted naming rights to the European Tour annual  ‘Golfer of the Year’ Award, and activation at each tournament on a unique ‘Hole in One’ holiday competition.

In addition, the US-headquartered firm will revamp its European Tour ‘Hilton Golfer of the Month’ activation to allow fans to vote for a winner, and will get use of the European Tour’s content and digital platforms to help drive brand awareness and grow its audience engagement.

Hilton in 2015 agreed a three-year deal to serve as a supplier to the European Tour.

Aligi Gardenghi, vice president marketing Europe, Middle East and Africa (EMEA) at Hilton said: “The European Tour provides us with an outstanding platform to showcase our portfolio of hotels, deliver exceptional experiences to our guests and connect with passionate golf fans across the world we’re looking forward to be collaborating on a number of exciting initiatives this year and beyond.”

Keith Pelley, chief executive of the European Tour, added: “It is incredibly exciting to work even more closely with a brand of the scale and prestige of Hilton and we look forward to some exciting collaborations over the next three years.”