The new deal, which begins in 2011, means the event will continue to be called the BMW PGA Championship. BMW has been sponsoring it since 2005.
BMW is a major golf sponsor. It title-sponsors two other events on the European Tour – the BMW Italian Open and the BMW Internation Open in Germany. BMW agreed last month to extend its sponsorship of the International open through 2014. The company is also Official Car partner of the The European Tour, The 2010 Ryder Cup and 11 European Tour events.
“We are in the game for the long term,” said Ralf Hussmann, BMW Sports Marketing & Brand Cooperation. “BMW has been involved in golf for more than 20 years and we continue to see it as an emotional platform through which to market our products and communicate with our key customers, both in Europe and further afield.”
George O’Grady, the European Tour’s Chief Executive, acknowledged the importance of BMW’s sponsorship to the Tour.