The European Tour has announced UK-based bookmakers Betfred as the new title sponsor of the British Masters.
The agreement, for an initial two years, marks another new chapter for the historic tournament, which has been a popular part of the European Tour’s schedule for the past four seasons after returning in 2015 following a seven-year absence.
Tommy Fleetwood, the 2017 Race to Dubai Champion and one of the stars of last year’s Ryder Cup, will host this year’s Betfred British Masters from May 9-12 at Hillside Golf Club in Southport, the coastal town where he grew up.
Keith Pelley, Chief Executive of the European Tour, said: “We are delighted to announce Betfred as the new title sponsor for the British Masters and we look forward to working together to capitalise on the success of the tournament since it came back on to our schedule. The British Masters has been one of our most popular events over the past four years, particularly in terms of reaching new audiences through our partnership with Sky Sports and the work of the four tournament hosts, Ian Poulter, Luke Donald, Lee Westwood and Justin Rose.
“We have another terrific host this year in Tommy Fleetwood, and another fantastic venue in Hillside, so to announce Betfred as title sponsor is another major boost for the tournament. Betfred has a strong track record in sponsorship across a number of sports, and we are thrilled the British Masters will now be their first golf sponsorship.”
Fred Done, boss of Betfred, said: “I’ve been looking at golf sponsorship for some time so when the British Masters, with Tommy Fleetwood hosting in the North West, was put to me it seemed the perfect opportunity to get involved. I am absolutely delighted to see the Betfred brand alongside such a high profile event in the sport of golf.”
Fleetwood said: “It’s great to have Betfred on board, making it the Betfred British Masters. For me, as host, one of my key messages was to push the North West, and they are a North West based company, so it fits perfectly.”
Tickets to the 2019 Betfred British Masters are available by clicking here.