Emirates NBD, a leading bank in the region, has won the bronze prize in the Best Sports Sponsorship category at the prestigious Sports Industry Awards (SPIA). The bank was recognised for its integrated 360 degree activation of its role as the official banking sponsor of the Omega Dubai Desert Classic.
Organised by ‘golf in DUBAi’ at the Emirates Golf Club, the Omega Dubai Desert Classic is the first European golf tournament to be held in the Middle East. Held at the beginning of each year since 1989, the tournament will mark its 25th anniversary in 2014.
Emirates ENB was awarded its prize for the scope of its support of this event. Representing Emirates NBD at the awards ceremony which was held on 27th March 2013 at the One and Only Royal Mirage, Dubai, Saif Al Mansoori, Deputy Head, Group Marketing and Branding, said “our approach was a 360 degree roll out of our branding and support, specifically designed to raise awareness of the tournament in a manner which befitted its status”. Al Mansoori continued, “the event itself is a perfect fit for Emirates NBD. It had a quality field take part, with Lee Westwood and Rafael Cabrera-Bello included. It has a long history of highly professional golf; champions including Ernie Els, Tiger Woods and Rory McIlroy. The bank wishes to associate itself with quality events such as this and when we do, the marketing team puts in place an innovative and sympathetic programme to support it.”
The sponsorship of the Dubai Desert Classic is an example of how Emirates NBD has grown its involvement with golf to a very high level. Al Mansoori commented, “our Passion For Golf platform has been a key success for our sponsorship programme, as evidenced by this award.”