Sofitel will continue its commitment to professional golf tours worldwide, as the company signed a landmark agreement with the Asian Tour to become an Official Corporate Partner and the first Official Hotel Brand for the…
Sofitel will continue its commitment to professional golf tours worldwide, as the company signed a landmark agreement with the Asian Tour to become an Official Corporate Partner and the first Official Hotel Brand for the tour.
This marks the first time that the Asian Tour, regarded as the fastest growing Tour in the world, has sealed a partnership with a major international hotel group. The agreement, which takes immediate effect, will accommodate the region’s top golfers in Sofitel branded properties in Asia through the end of 2008.
This is proving a breakout year for the Asian Tour schedule, with 27 events offering an all-time high of US$27 million in total prize money. The second half of the Asian Tour season will resume with the Iskandar Johor Open from August 23-26 in Malaysia, with 11 more events slated until December before the prestigious Asian Tour’s UBS Order of Merit crown is decided.
Asian Tour Senior Vice President Gerry Norquist believes that the partnership with Accor will provide multiple opportunities for both organisations to grow in tandem.
“We are proud and honoured to welcome Sofitel on board as our Official Corporate Partner and Official Hotel of the Asian Tour. This is a significant development for the Asian Tour and it goes hand in hand with our objectives to build a sound commercial platform for the Tour to sustain our growth,” said Norquist.
“Sofitel is a world renowned hotel brand and this new partnership is a wonderful reflection of the confidence Accor Asia Pacific has placed upon the Asian Tour.”
Ray Stone, Senior Vice President Sales & Marketing, Asia Pacific said: “We are delighted to forge this important new alliance with the Asian Tour. Sofitel and golf are a natural combination in Asia, especially in countries like Thailand, Vietnam and China where the brand enjoys a leadership position in the market. The Asian Tour sponsorship is a perfect fit for Sofitel, as it is the fastest growing luxury hotel brand in Asia and the tour is the rising star in professional golf. We believe the Asian Tour will continue to grow in popularity and become one of the world’s most significant golf tours given the dramatic rise of Asian golf stars in America and Europe.”
Sofitel is also heavily involved with golf in Europe, where the brand is a major partner of the prestigious Evian Masters in France. In addition, Sofitel Thalassa Miramar in Biarritz is a long-term sponsor of France’s oldest and most important amateur competition, the Biarritz Cup, first played in 1898. In 2006 it was renamed the Sofitel Biarritz Cup.
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