becomes new title sponsor of the Dubai Desert Classic
In the News becomes new title sponsor of the Dubai Desert Classic

September 02, 2021

VIRGINIA WATER, SURREY, ENGLAND 2 September 2021 The European Tour today announced as the new title sponsor of the Dubai Desert Classic, with the iconic event becoming part of the Rolex Series for the first time in 2022., the technology provider that is revolutionising the way global logistics works, becomes the title sponsor of the historic European Tour event played annually at the prestigious Emirates Golf Club, marking a pivotal moment in the 32-year history of the tournament.

From 2022, the Dubai Desert Classic will be part of the Rolex Series, the European Tour’s premium category of events, with a prize fund of $8million. It will take place from January 27-30.

This means the European Tour will now have back-to-back Rolex Series events in the Middle East in January with the tournaments in Abu Dhabi and Dubai part of the traditional ‘Desert Swing’ which attracts golf’s leading players.

The Dubai Desert Classic was the European Tour’s first event in the Middle East region in 1989, cementing the Tour’s relationship with Dubai and the United Arab Emirates. That association has developed significantly in the intervening years, including through the introduction in 2009 of the European Tour’s season-long Race to Dubai, which from 2022 will now feature three out of five Rolex Series events in the Middle East, with the back-to-back tournaments in Abu Dhabi and Dubai at the start of the calendar year joined by the season-ending DP World Tour Championship, Dubai in November.

The Dubai Desert Classic, which celebrated its 32nd edition earlier this year, has been won by some of golf’s great names, including Major Champions Seve Ballesteros, Ernie Els, Fred Couples, Jose Maria Olazábal, Mark O’Meara, Tiger Woods, Henrik Stenson, Rory McIlroy, Danny Willett, Sergio Garcia and Bryson DeChambeau.

Also in the winners’ circle over the past 32 years have been Ryder Cup stars Mark James, the inaugural champion in 1989, Eamonn Darcy, Colin Montgomerie, David Howell, Thomas Bjørn, Miguel Angel Jiménez, Rafa Cabrera-Bello, Stephen Gallacher and Paul Casey, the reigning champion.

The tournament is now set for an even brighter future with the support of, which already has a strong foothold in professional golf through its support of its #TeamSlync Brand Ambassadors. They include: Justin Rose, Viktor Hovland, Erik van Rooyen, Jennifer Kupcho, Bernd Wiesberger, Sepp Straka, Albane Valenzuela, and Xinjin Zhang.

Chris Kirchner, Founder, Chairman and CEO of, said: “We are excited to partner with the European Tour and Rolex on the Dubai Desert Classic. Dubai is one of the great cities and a key player in global logistics. This event will be a great place for us to kick off our year with our customers and enjoy some world-class golf.”

Simon Corkill, Executive Tournament Director – Dubai Desert Classic, said: “This is a very exciting time for the Desert Classic as we welcome as title partner. Slync’s status as a leading global logistics technology provider will help to bring innovative ideas to the tournament and ensure it continues to evolve and grow.”  

“These changes will bring a host of benefits to Dubai and the tournament, in addition to offering our international fans enhanced coverage of the venue and players.”

“We look forward to working with and the rest of our sponsors to deliver a world-class event during a pivotal year for Dubai, when all eyes will descend on the city during the UAE’s 50th anniversary celebrations and the landmark hosting of Expo 2020 Dubai.”

Keith Pelley, the European Tour’s Chief Executive, said: “We are delighted to welcome as the new title sponsor of the Dubai Desert Classic, elevating the tournament to a new level.”

“It is a real statement of intent that Slync’s first title sponsorship in golf will be as part of the Rolex Series, and we look forward to working together to build on the incredible history of the Dubai Desert Classic and to continue to showcase Dubai as a global sporting and trade hub.”

“Alongside the Genesis Scottish Open and the BMW PGA Championship, the three Rolex Series events in the Middle East mean our five premium tournaments in 2022 will be played at key times in the golfing calendar when the eyes of the world are on the European Tour.”

“They will be incredible highlights in what promises to be a momentous 50th anniversary season for the European Tour.”

For more information about the Dubai Desert Classic, please visit the tournament website:

About is the innovator behind the first purpose-built operating platform for global shippers and logistics service providers that delivers higher productivity and process efficiency through intelligent automation. Logistics Orchestration® by makes people more productive, companies more profitable, and customers more successful. Slync’s platform connects disparate systems, ingests structured and unstructured datasets, orchestrates teams, and automates processes seamlessly together to advance the global freight industry forward.

To get connected, visit or follow us on Instagram, Twitter, Facebook, or LinkedIn for more on #TeamSlync.

About the European Tour

The European Tour is ‘Driving Golf Further’ through our guiding principles of being innovative, inclusive and global.

Innovative: The European Tour is driving innovation in golf through the creation of award-winning content, pioneering tournament formats and the use of the latest technology and inventive fan engagement. We have recognised the need for golf to modernise for future fans and we are committed to engaging new audiences whilst respecting the tradition of our sport. 

Inclusive: We are committed to include all who share a love for the game of golf. We are passionate about a closer collaboration with the women’s game, disability golf and promoting the health benefits of playing golf.

Global: Since the European Tour was formed in 1972, players from 36 different countries have won tournaments, while our live broadcast reaches more than 490 million homes in more than 150 countries every week, generating in excess of 2,200 global broadcast hours for each event. We also enjoy the support of many of the world’s leading business brands with Rolex, BMW, Callaway, DP World, Emirates, Workday and Zoom as Official Partners.

The European Tour also manages the developmental Challenge Tour and the Legends Tour (formerly known as the Staysure Tour) which is the men’s professional golf tour for members aged 50 and older.

The European Tour is also the Managing Partner of Ryder Cup Europe, the body which, alongside the PGA of America, administers golf’s greatest team contest, the Ryder Cup.

About the Rolex Series

The Rolex Series is the premium event category on the European Tour’s International Schedule, comprising five tournaments in 2022, staged in a variety of world-class golfing locations each with a minimum prize fund of US$8 million and 8,000 Race to Dubai points available. Showcasing innovation, enriched media, content and broadcast coverage, and a superior event experience for the world’s top players, the list of champions includes some of golf’s most distinguished names. The Rolex Series was launched in 2017, coinciding with the 20th anniversary of Rolex’s enduring partnership with the European Tour.

In 2022, the Rolex Series will comprise the following events: the Abu Dhabi HSBC Championship, the Dubai Desert Classic, the Genesis Scottish Open, the BMW PGA Championship and the season-ending DP World Tour Championship, Dubai, where the leading golfer on the Race to Dubai Rankings presented by Rolex will be crowned.

About the Dubai Desert Classic 

The Dubai Desert Classic is among the most highly anticipated golfing events, as the oldest professional golf tournament in the Middle East, showcasing seasoned talent from around the world and attracting up and coming stars of tomorrow.

The tournament, held on the Majlis course at Emirates Golf Club, will be staged from 27–30 January 2022 and is supported by Emirates Global Aluminum (EGA), a founding partner of the Dubai Desert Classic, the world’s largest ‘premium aluminum’ producer and the biggest industrial company in the UAE outside oil and gas. Other partners include: CNN, BMW, Emirates NBD, Rolex with Patrons of the event being Arena, Dubai Duty Free, Motivate Media Group and The National.

The tournament is owned and operated by Falcon and Associates which creates, delivers, and implements initiatives to increase the understanding of and appreciation for the vision of Dubai to achieve specific social, economic, and trade-related goals to support the long-term strategic positioning of the region. To learn more about the tournament, visit