DP World Tour announce two huge deals, will a UK Broadcaster be confirmed this week?
- SHANK
- Nov 12
- 6 min read
The 2025 DP World Tour Race to Dubai concludes this week at the DP World Tour Championship, with Rory McIlroy bidding to secure a seventh Harry Vardon Trophy on the Earth Course at Jumeirah Golf Estates. The week has begun with two announcements of huge deals for the tour, but with no extension yet announced to the Sky Sports broadcast deal in the UK, can we expect that later this week, or will another broadcaster or streaming service step in?
What is clear is that the DP World Tour is here to stay. and I would expect further announcements which strengthen its position within the sport over the rest of this week.
DP World Signs Long Term Title Partner Extension with the DP World Tour
Record-breaking agreement extends DP World’s role as Title Partner and Official Logistics Partner of the DP World Tour until 2035
DP World will also remain Title Partner of the season-ending DP World Tour Championship in Dubai
DP World and the DP World Tour today extended their long-term partnership, reaffirming a shared commitment to growing the game of golf. Under the new partnership agreement, the largest in the Tour’s history, DP World will continue as Title Partner and Official Logistics Partner until 2035.
The original agreement, which started in 2022 and saw the European Tour renamed the DP World Tour, supported the continued expansion of golf’s global Tour – playing 42 tournaments in 26 different countries this season – with record prize funds and an expanding fan base, making golf more global, more inclusive and better connected than ever before.
“The first stage of our landmark Title Partner relationship has been focused on raising awareness globally of the DP World brand and building a strong pipeline of new business leads for their sector-leading services. Over the past four years, that has been a tremendous success” said Guy Kinnings, Chief Executive Officer of the DP World Tour.
“The partnership has also evolved and will see DP World continue to become an integral cog in delivering our global tournament schedule, utilising their supply chain expertise. This is a truly integrated partnership that will continue to deepen over the next decade. This agreement also shows the continued strength of the DP World Tour, which is enjoying growth in our fan base and spectator numbers, as well as our partnership portfolio. DP World’s decision to invest in the DP World Tour for another decade is further proof that the DP World Tour is going from strength to strength.”
Yuvraj Narayan, Group Deputy CEO & Chief Financial Officer of DP World, said: “Our partnership with the DP World Tour reflects how sport can connect markets and communities, just as we do through global trade. This long-term investment demonstrates our belief in the Tour’s future and our commitment to making golf more inclusive and sustainable. New events such as the recent DP World India Championship show how we are supporting the game’s growth and accessibility for the long term.”
As part of the renewed agreement, DP World will continue as Title Partner of the DP World Tour Championship in Dubai until 2035 – the season-ending Rolex Series event where the Race to Dubai Champion is crowned. In addition, DP World will become an Official Partner to a further 15 tournaments each season – providing greater opportunities to engage fans and communities across key markets.
Building on its success and the enthusiasm of Indian fans, the DP World India Championship will return in 2026, with the ambition to become a regular fixture on the Tour calendar. The event highlights DP World’s shared vision to expand the game’s reach in emerging markets.
Both organisations will continue collaborating on initiatives designed to make golf more accessible and inclusive around the world. Through DP World’s Second Life initiative and its global Clubhouse programme, the company uses its smart logistics expertise to create new grassroots facilities - repurposing shipping containers into training hubs to inspire the next generation of golfers and ensure lasting community impact.
DP World’s association with the Tour stretches back to 2009, when it became a presenting partner of the Race to Dubai finale. Since then, the relationship has evolved and expanded. The renewed agreement marks the latest step in that journey, connecting the worlds of trade and sport.
Amazon Web Services becomes the Official Cloud Provider of the DP World Tour
Partnership will transform how technology is delivered to tournaments around the globe, enabling personalised experiences and advancing sustainability goals
Agentic AI streamlines tournament experiences, enabling data-driven operations
The DP World Tour and Amazon Web Services (AWS) today announced a strategic partnership that will see the world's most comprehensive and broadly adopted cloud become the Official Cloud Provider of golf’s global Tour.
Leveraging AWS’s industry-leading AI infrastructure, the DP World Tour will roll-out a suite of solutions that combine real-time data with historical context to revolutionise the media, spectator and player experience.
Enhancing and Personalising the Broadcast and Social Media Experience
AWS Media Services will be implemented to stream video and on-demand content to fans, allowing them to see fast-round compilations of selected players. New innovative experiences for fans watching on television and following on social media and the web will be developed using generative AI, including new data-driven insights and shot commentary with instantaneous language translation.
“Building an AI system that understands golf's nuances is incredibly complex” said Nina Walsh, Global Leader, Industry Business Development for Media, Entertainment, Games, and Sports at AWS. "Imagine following a crucial shot on your mobile device and instantly understanding not just the distance, but the historical success rate, the impact of the wind, or how the player performs under pressure – all narrated in your preferred language. That's the experience we want to deliver to every golf fan worldwide."
The DP World Tour’s extensive collection of assets will undergo a transformation through a new AI-powered Media Asset Management (MAM) system that automatically tags metadata. This will transform the Tour’s massive content ecosystem into an intelligent, searchable archive that can instantly identify players, shots and key moments. This will enable new digital offerings for fans, with greater personalisation, so they can easily watch content about their favourite players.
Keeping Spectators in the Know
For spectators, AWS will build an enhanced, second generation of the Tour’s “Virtual Twin” product, which creates a digital replica of each golf course. Processing over 1million data points per tournament, this technology goes beyond visualisations to combine historical data, current conditions and predictive analytics to provide a comprehensive look at each hole. This is shown on screens across the venue and on mobile devices, allowing fans to experience all the action from any hole, even if they are situated at the other side of the golf course.
Streamlining Tournament Operations with Agentic AI
For DP World Tour operational teams, a new intelligence platform will process and analyse vast data sources in real-time, making sure that operational decisions – such as marshal deployments, optimising food and merchandise concessions, or advising fans of queue lengths and grandstand occupancy levels – are made with up-to-the-second information. Amazon Bedrock and Amazon Quick Suite will facilitate making this business intelligence accessible to everyone with new agentic experiences, helping the Tour gain the insights to make better data-driven decisions.
Globalising the Intelligent Course Concept
The DP World Tour continues to build its “Tournament-As-A-Service” vision, which aims to create truly intelligent golf courses that deliver a consistent, data-rich experience at every event for players, partners, media and fans. That vision will take a significant step forward from 2026, with tournament applications and data now integrated into AWS. This will allow for greater scalability and flexibility to deliver the Tournament-As-A-Service concept to a greater number of tournaments each season.
“A golf tournament is one of the most complex events to deliver in professional sport. Instead of a single stadium, we are building a smart city every week, often in remote locations” said Michael Cole, Chief Technology Officer at the DP World Tour. “That is then replicated in 26 different countries around the world, all with different infrastructure requirements. With our tournament services now hosted in AWS, we will be able to deliver a connected and intelligent course with greater consistency and reliability, wherever we are in the world.”
Making Tournaments More Sustainable
Supporting the Tour’s commitment to become net zero carbon by 2040, AWS will power “Green Drive Live,” a new data platform to monitor and optimise energy, emissions, waste, water and logistics in real-time. The platform will use machine learning to predict and optimise future environmental performance by simulating different operational scenarios before events begin. A live emissions dashboard will also be displayed on screens at the venue and in the tournament app with real-time metrics.
Since 2024, the DP World Tour has embarked on a programme to increase the number of television broadcasts that are produced remotely, which reduces the carbon footprint of each tournament by approximately 87 tonnes. AWS’s live cloud production services will be further explored to increase the scale of the Tour’s remote production roll-out.
News courtesy DP WORLD TOUR, commentary by Matt Hooper for SHANK