Golf Industry Central Summer 2012 - Page 10

Industry News Golf on an Airplane Wing Sponsorship is not an area of a company’s marketing plan that it takes lightly. Indeed, much consideration, planning and research goes into the decision about what events or entities are worthy of sponsorship. At the end of the day, a company goes into a sponsorship partnership or arrangement if there are measurable benefits for the business, once all is said and done. Emirates is one such organisation that has been the official airline sponsor for 20 golf events like the Singapore Open, and confirms that such undertakings have undoubtedly boosted its operations. Said Mr Nick Rees, the airline’s manager (Singapore and Brunei): “We have seen our operations grow in