Kerman & Co advise PGA European Tour on sponsorship agreement with BMW

May 20, 2014

Kerman & Co advised their long standing client the PGA European Tour during negotiations in relation to BMW’s continued sponsorship of the flagship BMW PGA Championship at Wentworth Club, the BMW International Open in Germany and the BMW Masters in China. The deal will also see BMW acting as the Official Car to the European Tour and a Partner of The Ryder Cup.

This marks a four-year extension to their current partnership which will carry through to the end of the 2018 season. The formal announcement of the extension was made at BMW’s Park Lane dealership in central London with Dr Ian Robertson, member of the Board of Management of BMW AG, Sales and Marketing, and George O’Grady, chief executive of the European Tour, together with Paul McGinley, the European Ryder Cup captain, Justin Rose, the reigning US Open Champion and Matteo Manassero, the reigning BMW PGA Champion.

Dr Ian Robertson commented; ‘The fact that we are extending all these commitments to 2018 and that we have chosen to announce this next step in our joint success story here at the BMW PGA Championship only serves to underline the significance of this event…It is a cornerstone of all our sponsorship commitments that we aim to create a special experience for everyone involved by highlighting BMW’s premium philosophy, while striving for a relaxed and friendly atmosphere. I believe we have achieved this with noteworthy success in the world of golf.’

O’Grady added: ‘Ever since we began our relationship with BMW, they have been a strong and trusted partner. This new agreement once again underlines the strength in our relationship and creates a platform for us to shape the future of The European Tour over the coming years….BMW’s support not only of our Flagship event at Wentworth, but also key events in Germany and China, further enhances The European Tour’s strategy of expansion throughout the world and I am delighted that we have secured our partnership for a further four years.’

Nick Bitel (Head of Sport) and Zane Shihab (Associate Partner) from the Sports & Commercial Department advised the PGA European Tour on these negotiations.

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