The DP World Tour has agreed a multi-year partnership agreement with luxury sunglasses and eyewear brand Maui Jim, that will see the company become the Tour’s Official Eyewear Supplier.
As part of the new agreement the Hawaii-based brand, renowned for their superior lens technology and premium collections, will supply eyewear to DP World Tour staff working at events across the world.
Benefiting from global marketing rights as well as an onsite presence at several tournaments throughout the season, the agreement will also enable Maui Jim to further engage with golf fans around the world across traditional news media and digital platforms.
As well as being the Official Eyewear Supplier to the DP World Tour, Maui Jim will also become the Official Eyewear Supplier to two Rolex Series events each season – the BMW PGA Championship at Wentworth Club in the UK, and the season-ending DP World Tour Championship at Jumeirah Golf Estates in Dubai.
The brand is already a familiar site in professional golf, with brand ambassadors including professionals such as Miguel Angel Jimenez and Jorge Campillo.
Invented more than 30 years ago to combat the harsh rays of the Hawaiian sun, all Maui Jim sunglasses cut 100 percent of harmful UV rays and 99.9 percent of glare from above, below and behind each lens.
Maui Jim’s PolarizedPlus2 lenses increase definition and depth perception, which is particularly important for golf, and can be found in a wide variety sport and casual styles for both men and women.
Martijn Van Eerde Senior Director, Marketing EMEA & APAC of Maui Jim, said: “We take great pride in the renewal of our partnership. In 2019 we boosted our presence in golf by becoming official supplier of the Tour, a relationship that quickly proved to work very well and we immediately saw a great fit between our teams and culture. The pandemic of course abruptly interrupted progress, but now we feel very fortunate to be able resume our joint efforts with this milestone agreement. Golfers around the world, as well as many working in and around the sport, can benefit greatly from using our products and technology. We look forward to working with the European Tour group across the DP World Tour to further develop that potential alongside our efforts in tennis, Formula 1, SailGP and of course Manchester United partnerships.”
Max Hamilton, Commercial Director at the European Tour group, added; “We’re delighted to welcome Maui Jim as our Official Eyewear Supplier and will see their products in use by our teams across the world during the new DP World Tour season. The brand is premium, high tech, and globally minded – so this partnership felt like a perfect fit for both parties. We look forward to promoting the brand to golf fans through a series of digital and tournament specific activations.”