Emirates renews long-standing ties with Hero Dubai Desert Classic through 2031
Dubai’s landmark sporting event prepares for star-studded 2026 edition
DUBAI – Emirates has announced its return to the Hero Dubai Desert Classic as Official Partner, unveiling a new six-year agreement that further cements the airline’s enduring association with one of the Middle East’s most established sporting events.
The partnership reinforces Emirates’ long-standing role in supporting golf in Dubai and promoting the city as a global destination for elite tournaments. The announcement comes ahead of the 37th edition of the championship, scheduled to take place in January 2026.
First staged in 1989, the Hero Dubai Desert Classic is the region’s longest-running golf tournament and remains a centrepiece of the international sporting calendar. Played on the Majlis Course at Emirates Golf Club, it was the first DP World Tour event to be held in the Gulf and has since grown into a globally recognised fixture. The tournament opens the DP World Tour’s Rolex Series each season and continues to attract leading players, international broadcasters and thousands of spectators.
Six-year partnership
Under the renewed agreement, Emirates will maintain a prominent presence across the tournament, with branding integrated throughout the course and event infrastructure. This includes visibility on scoreboards, buggies and signage, as well as across spectator areas and digital platforms. The airline will also deliver premium hospitality experiences, access to Pro-Am participation and a range of exclusive offerings designed to enhance engagement for guests and partners.
Emirates first sponsored the Dubai Desert Classic at its inception in 1989 and has remained closely linked to its evolution over more than three decades. The airline’s renewed commitment reflects the tournament’s continued growth and its role in showcasing Dubai to a global audience through live broadcasts and digital coverage. Each year, the event draws visitors from around the world while reaching millions of golf fans internationally.
Sir Tim Clark, President of Emirates Airline, said the championship has long been a cornerstone of Dubai’s sporting identity, highlighting the city’s world-class golf facilities and ability to host international events. He noted that the tournament’s global following continues to strengthen Dubai’s profile as a leading sports destination, while the renewed partnership aims to expand its international reach and deliver enhanced experiences for players and spectators.
Hero Dubai Desert Classic
The Hero Dubai Desert Classic has built a reputation as one of the most significant events on the DP World Tour, earning the informal title of the ‘Major of the Middle East’. Over the years, it has played a key role in establishing professional golf in the region and creating moments that have become part of the sport’s modern history. Its status within the Rolex Series places it among the Tour’s most prestigious tournaments, each featuring substantial prize funds and elite fields.
The event is also notable for its environmental credentials. It is the first and only GEO-certified golf tournament in the Middle East, reflecting a long-standing commitment to sustainability and responsible event management. This focus has become an increasingly important element of the championship’s identity, alongside its competitive and commercial success.
Promoted and organised by Falcon and Associates, the tournament continues to combine high-level competition with entertainment and hospitality, appealing to both dedicated golf fans and wider audiences. The Majlis Course at Emirates Golf Club remains central to its character, offering a setting that is instantly recognisable to viewers around the world.
The 2026 Hero Dubai Desert Classic will take place from 22 to 25 January and will feature many of the world’s leading golfers competing for a share of the USD $9 million prize fund. Among those confirmed are Grand Slam champion Rory McIlroy, a four-time winner of the event, alongside Dustin Johnson, Shane Lowry and Viktor Hovland. The tournament will once again serve as the opening event of the Rolex Series, setting the tone for the DP World Tour season.
Emirates and golf
Emirates’ involvement in the Hero Dubai Desert Classic forms part of a broader global golf portfolio that now spans 21 tournaments across 26 countries. The airline has played a prominent role in supporting the sport for nearly four decades, aligning with major tours and championships to connect players, fans and destinations. Since becoming the Official Airline Partner of the DP World Tour in 2014, Emirates has helped facilitate the movement of players and officials while amplifying the Tour’s international profile.
The airline has also been a partner of the DP World Tour Championship in Dubai since its launch in 2009, contributing to the city’s reputation as a season-ending hub for professional golf. Through these partnerships, Emirates has supported the growth of the sport while reinforcing Dubai’s position as a year-round golfing destination for professionals and amateurs alike.
Simon Corkill, Executive Tournament Director of the Hero Dubai Desert Classic, said the return of Emirates reflects the championship’s evolution into a multi-dimensional event that extends beyond competition. He highlighted the shared focus on hospitality, entertainment and delivering a vibrant atmosphere, noting that the upcoming edition will feature a strong international line-up and continue to build on the tournament’s global appeal.