Bridgestone has extended its presence in golf with a new sponsorship deal for three major tournaments in 2016.
The tyre manufacturer’s UK division has become an official partner of this year’s European Tour British Masters which returned in 2015 following a seven year absence.
Bridgestone's sponsorship coincides with the arrival of former world number one-ranked golfer Luke Donald who will host the event at the Grove in Hertfordshire from 13 to 16 October.
Bridgestone has also been named as the headline sponsor of England’s first Challenge Tour, which is one of 24 events on the European Challenge Tour.
The third part of the sponsorship will cover the DriveGuard Trophy amateur championship which is open to all golfers and gives the winners the chance to compete in the pro-am part of the Bridgestone Challenge event itself in August.
Bridgestone’s north region consumer sales and marketing director Farrell Dolan said the company had identified “huge potential” in golf sponsorship.
He added that having the DriveGuard category of tyres through the sponsorship allowed it to “amplify the product to a captive and vibrant new audience.”
Jamie Birkmyre, European Tour director of championship management, said the announcement was “fantastic news”.
The sponsorships builds on Bridgestone’s involvement in the sport which includes golf balls and various arrangements with professional golfers, such as 1992 Masters champion Fred Couples and American Ryder Cup captain Davis Love III.