The anticipation is building as the latest instalment of the Dubai Duty Free Irish Open looms ever closer, with the picturesque Lahinch Golf Course in Co. Clare playing host to some of the greatest names in world golf from July 4-7

Dubai Duty Free took over as the title sponsor of the high-profile golf tournament in 2015 with Rory McIlroy assuming the role of tournament host via his charity, the Rory Foundation. This year, Ryder Cup-winning captain and player, Paul McGinley takes up the mantle for 2019 and together with Dubai Duty Free and The European Tour is working hard to deliver a first class event

The tournament has grown in stature and importance since Dubai Duty Free has been involved. It is now part of the Rolex Series, the premium event category on the European Tour’s international schedule that comprises eight events this year, each with a minimum prize fund of US$7 million.

The impressive prize money and tournament stature has already resulted in the confirmation of a stellar cast of golfing greats who will go to battle in July in a testing environment hewn from scenic perfection, in front of well-informed and appreciative Irish galleries.

Dubai Duty Free itself is a globally-renowned airport retailer and was established in 1983 with current Executive Vice Chairman and CEO, Colm McLoughlin as part of the original team for Aer Rianta, who were tasked with the setting up of the duty free operation in Dubai International Airport.

The company has grown exponentially – from an initial turnover of US$20 million, it is now the single largest airport retailer in the world, with 6,200 employees and a sales turnover of over US$2.015 billion in 2018.

Executive Vice Chairman and CEO of Dubai Duty Free, Colm McLoughlin said, “We are thrilled that Lahinch is the venue for this year’s Dubai Duty Free Irish Open.  Co. Clare was in fact the birthplace of the global duty free industry when Shannon Duty Free was established in 1947 by Dr. Brendan O’Regan.   

“This pioneering initiative in Shannon spawned a US$70 billion-dollar global industry with thousands airport retail operations all over the world. As the General Manager of Shannon Duty Free, I was part of the team who went to Dubai in 1983 at the request of the government to set up Dubai Duty Free 36 years ago. So, in a way coming to Lahinch feels very much like we have come full circle and is a home coming of sorts for our operation.  We are very happy to be title sponsor of the Dubai Duty Free Irish Open and wish Paul McGinley the very best as host for this year’s tournament.”

Sports sponsorship of international events is an important part of the marketing strategy of Dubai Duty Free allowing for the marketing of both the duty free operation, as well as the business and leisure attractions of Dubai itself.  The company spends around 2.5% of its annual turnover on marketing each year, most of which is dedicated to sports sponsorship.  

“Sports sponsorship allows us to reach a global audience via the TV and other media exposure that goes with each of the tournaments and events we are involved with”, said Colm McLoughlin. “Each of our major sponsorships are chosen in a bid to maximise our global reach and to essentially promote our brand and promote Dubai as a destination. We are very focused on utilising our sports sponsorship to continue to communicate all that Dubai has to offer.”

Dubai Duty Free further emphasised its commitment to golf when becoming an official partner of the European Tour in 2018, while the company holds high profile sponsorships in horse racing in Ireland, the UK and Dubai. The operation also owns and organises the Dubai Duty Free Tennis Championships, which features a back-to-back WTA and ATP weeks and is held under the patronage of H. H. Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai. Dubai Duty Free is also a global partner of the WTA.

The 2019 running of the Dubai Duty Free Tennis Championships, featured the top players in the world with Swiss nationals, Belinda Bencic and Roger Federer, lifting their respective trophies. The win by Roger marked his eight title in Dubai and his 100th career singles title, which generated massive global media coverage.

Meanwhile, Dubai Duty Free sponsors several horse racing events including the Dubai Duty Free Shergar Cup at Ascot Racecourse and the Dubai Duty Free Spring Trials and the Dubai Duty Free International Raceday, both held at the historic Newbury racecourse in April and September respectively. In Ireland, the 12th Dubai Duty Free Irish Derby Festival will take place at the Curragh Racecourse in Co. Kildare with the feature race going to post on Saturday, 29th June. 

With prize money of €1.5 million the contest is guaranteed to attract a field worthy of Ireland’s greatest horse race. The Dubai Duty Free Irish Derby kick starts a momentous week for Irish sport and the emphasis will switch from the east of the country to the west of Ireland when the Dubai Duty Free Irish Open commences four days later in Lahinch.

The Irish Open, which has only ever had four sponsors since it began in 1927,  has always been a fruitful producer of lore and certainly the link with Dubai Duty Free got off to a memorable beginning at Royal County Down in 2015, with the emotional victory of Dane, Søren Kjeldsen after a three-way play-off involving Eddie Pepperell (England) and Bernd Wiesberger (Austria).

Anyone who was at The K Club 12 months later will remember the stunning approach shot to the final green that sealed the host, Rory McIlroy a dream triumph and ‘The European Tour Shot of the Year’. In 2017 swashbuckling Jon Rahm exhibited the Spanish flair that former Irish Open champions Seve Ballesteros and José Maria Olazabal displayed habitually by firing two eagles and five birdies for a closing 65 to streak to victory by six shots on 24 under par at Portstewart. 

In 2018 it was the turn of Russell Knox to claim the Dubai Duty Free Irish Open spoils in dramatic fashion. The Scot drained a 40-foot putt on the 18th hole to secure a place in a play-off with Ryan Fox and then remarkably, did the exact same thing on the same hole in the play-off to claim the title.

Newly-minted Ryder Cup skipper and 2007 Irish Open winner Padraig Harrington will be among the field in Lahinch, along with Shane Lowry, whose stunning triumph as an amateur in 2009 catapulted him to superstardom. 

The popular Offaly man will also draw a lot of home support from the Irish crowds who will hope to see some of the magic he displayed earlier this year when he won the Abu Dhabi HSBC Championship.

Also confirmed is South African, Louis Oosthuizen and a trio of Englishmen, Ryder Cup sensation, Tommy Fleetwood, 24-time European Tour victor, Lee Westwood and Major Champion, Danny Willett.

Interaction with the local community is also central to all Dubai Duty Free sponsorships and to that end, Dubai Duty Free Irish Open Golf Ambassador and Irish golfing legend, Des Smyth will join European Tour representatives to visit schools for a ‘Trick Shot Competition.’ During the tournament week in Lahinch, Smyth will also invite members of the public to ‘Beat the Pro’ in a longest drive competition in the Tented Village.

Speaking in advance of the tournament Colm McLoughlin said, “Lahinch has long been acknowledged as an outstanding golf course when it comes to links, not just in Ireland but around the world, and we are appreciative of the warm welcome offered to our team by everyone involved in Lahinch Golf Club and the local community.”

“I would also like to commend Paul McGinley, who has carried on the tremendous work done by Rory McIlroy in promoting the tournament all over the world and helping to bring together the cream of the golfing crop.  The sense of anticipation is palpable and we can’t wait to get going.”

Off the course, and in the run up to the tournament traders in local towns and villages will do battle in a ‘Best Dressed Window Competition’ which is being sponsored by Dubai Duty Free and run in conjunction with Clare County Council. 

A prize fund worth €3,000 is up for grabs courtesy of the airport retailer with entrants being encouraged to use the theme of golf, Dubai and travel while dressing their offices or shop windows. The winner will bag themselves €1,500 and VIP tickets to the invitation-only Dubai Duty Free Irish Open Chalet on the 18th green.  There are also cash prizes for second and third place.  Each entrant will be given a starter pack containing bunting and flags but should use their own creativity to bring their displays to life.