HomeNewsSponsorship & MarketingGolfUnited Kingdom

European Tour retains Betfred as title sponsor of British Masters

(Photo by Andrew Redington/Getty Images)

Golf’s European Tour has extended its contract with the title sponsor of its British Masters event, gambling brand Betfred.

The deal will now run for a further two years, through to the 2022 edition of the event.

It builds on an association which began in 2019 with Betfred’s first sponsorship contract within the golf market. The brand acquired the naming rights to the event after the exit of broadcaster Sky Sports after the 2018 edition.

Prior to Betfred’s signing, there were fears the tournament would not continue, with Sky Sports having been at the heart of restoring the tournament after its hiatus between 2009 and 2014.

The news follows the completion of the 2020 British Masters, which marked the return of the European Tour after its suspension due to the Covid-19 pandemic.

It was the first of the organisation’s ‘UK Swing’, which consists of six events across the UK this summer.

The tour’s sponsorship portfolio for the events was boosted by the addition of single-malt whisky brand Loch Lomond Whiskies in June 2020.