Golf Business News: FedEx to sponsor French Open
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FedEx, the international package shipping company, and DP World Tour, the oldest national tournament in continental Europe have signed an agreement to bring FedEx as title sponsor of Open de France.
FedEx assumes this sponsorship position in time for this year’s 106th edition of the tournament being held at Le Golf National from October 10-13.
Past champions include legends of the game such as Seve Ballesteros, Colin Montgomerie, Bernhard Langer, José María Olazábal, Nick Faldo, Byron Nelson and Walter Hagen.
The tournament, which will have a prize fund of $3.25m, now occupies a prime position in the DP World Tour’s new-look ‘Back 9’, where players will be competing in nine of the Tour’s most historic tournaments and national opens from August to October to try and qualify for the season-ending DP World Tour Play-Offs.
The Strategic Alliance, between the PGA TOUR Tour and the DP World Tour Tour, was crucial in securing this historical agreement. FedEx’s relationship with the PGA TOUR dates back to 1986 when it sponsored the annual Memphis tournament at TPCSouthwind, which is now the FedEx St. Jude Championship.
FedEx expanded its involvement with the PGA TOUR in 2002 by becoming an Official Marketing Partner and then added the umbrella sponsorship position of the PGA TOUR’s season long FedExCup competition in 2007, which concludes with the FedExCup Playoffs each August.
In addition to the significant on-course branding FedEx will receive, it will also be working closely with the DP World Tour’s content team to deliver creative content campaigns across digital channels in the build up to, and during, the tournament.
Brian Philips, Chief Marketing and Communications Officer at FedEx, said: “We are proud to expand our reach in the world of professional golf by becoming the title sponsor of the Open de France on the DP World Tour. FedEx has been a long-time supporter of the PGA TOUR through the FedExCup and the annual tournament in Memphis, Tennessee, the company’s world headquarters. We look forward working with DP World Tour France, where we have our largest international airport at Charles de Gaulle. The hub serves more than 45 countries across Europe and employs more than 5,500 team members in the greater Paris region.”
Keith Pelley, the Chief Executive Officer of the DP World Tour, said: “We’re excited to welcome FedEx to the DP World Tour’s global platform where they can build upon an already extensive golf marketing programme in the United States with the PGA TOUR. The Open de France, one of our oldest events and most prestigious, is played at the iconic former Ryder Cup venue Le Golf National. FedEx can use this opportunity to demonstrate their global logistics capabilities before the international audience attracted by the DP World Tour. This agreement is further evidence of how our Strategic Alliance with the PGA TOUR continues to enhance the DP World Tour and our members, by providing new commercial opportunities with prestigious brands.”
Pascal Grizot, President of the French Golf Federation, said: “The 2024 FedEx Open de France is entering an exciting new era. FedEx, our new prestigious title sponsor with a track record of success in golf will help to ensure that the historic national Open continues flourishing. As a tournament in the Back 9, we will also have enhanced storytelling opportunities as the tension ramps up next October and the best players on the DP World Tour battle it out to secure a Play-Off spot.”
Jay Monahan, Commissioner of the PGA TOUR, added: “Today’s announcement is another example of the PGA TOUR and DP World Tour working together for the benefit of men’s professional golf. FedEx, as a sponsor of PGA TOUR and FedExCup umbrella sponsor since 2007, has played a vital role in the evolution of the PGA TOUR to the benefit of players, tournaments, and fans. We are proud to support FedEx in their next step in the professional game, which will see their significant impact expand to one of the DP World Tour’s most cherished events.”