Abu Dhabi: Abu Dhabi Sports Council (ADSC) and HSBC have announced that the annual, award-winning Abu Dhabi HSBC Golf Championship will stay ‘Championship red’ for another five years, as one of the world’s largest banking and financial services organisations confirmed its title sponsorship. The season-opening European Tour event carries a prize purse of $2.7 million (Dh9.9 million) – the richest on the European Tour’s ‘Desert Swing’.
Announced on Tuesday at the HSBC Golf Business Forum in Shanghai with a handshake between Aref Al Awani, ADSC’s General Secretary, and Giles Morgan, HSBC Global Head of Sponsorship and Events, the agreement will see HSBC continue to support the Championship until 2020. The extended Abu Dhabi partnership further bolsters HSBC’s global golf sponsorship portfolio having also renewed their commitment to the World Golf Championships-HSBC Champions Shanghai and the HSBC Women’s Champions Singapore following the news earlier this summer that the bank will continue as Patron of The Open Championship.
Commenting on the partnership, Al Awani said: “Today is another milestone for the Abu Dhabi HSBC Golf Championship. This agreement is a clear demonstration of HSBC’s commitment to a long-standing partnership and its belief in our Championship. With our title sponsor’s continued support and activation expertise, we will build upon the momentum the partnership has already delivered in attracting a dream field of players and an ever-increasing spectator turnout. HSBC’s involvement in this showcase event, which gets Abu Dhabi’s sporting calendar off to a tremendous start each January, has been nothing short of inspiring. From bringing in sporting legends, to mounting interactive sporting entertainment zones for all the family and helping to attract spectator crowds running into hundreds of thousands since our affiliation began, our partner has demonstrated its commitment to sport and the local community.”
Al Awani added that as the four-day Championship enters its second decade, golfing fans and spectators can continue to expect benchmark offerings when the 2016 Championship tees off at the iconic Abu Dhabi Golf Club on January 21.
“Year-on-year the fan experience has reached new heights – this gives us a challenge of having to continuously lift the benchmark, but it’s a challenge we accept and will live up to with HSBC’s help,” he said.
“The Championship is an integral component in our strategy and ambition to position Abu Dhabi as a world sporting capital and have it recognised as such by all who follow sports across a wide range of disciplines.”
Morgan, Global Head of Sponsorship and Events at HSBC said: “Since the start of our partnership in 2011 the Abu Dhabi HSBC Golf Championship has gained the reputation as the jewel in the crown of Middle Eastern golf. We believe today’s announcement represents a major statement of our intent and continued commitment to grow the game of golf in an important emerging market for our business.
“The Abu Dhabi HSBC Golf Championship is one of our global flagship events and is known as the starting point for the world’s best golfers to tee off their golfing year. The strength of tournament, the player field and family entertainment continues to grow each and every year. We look forward to working with Abu Dhabi Sports Council to expand all aspects of the event to new audiences further over the next five years.”
