As part of the agreement, Maui Jim becomes the official eyewear supplier of The European Tour’s flagship golfing event, the BMW PGA Championship, being held at Wentworth Club, Surrey, from 21–24 May.
Benefiting from marketing rights, as well as an onsite presence in a booth in the exhibition village and promotional space within the VIP hospitality area, the agreement will enable Maui Jim to further engage with golf fans around the world across traditional and digital platforms.
The company counts golf champions from across the world among its brand ambassadors, including PGA pro Ernie Els (pictured).
Maui Jim’s sponsorship and event marketing manager for Europe, Abigail Tordoff, said: “We are thrilled to have joined forces with The European Tour as golf is such a great fit for Maui Jim.”
Ms Tordoff added: “This partnership with the BMW PGA Championship is a very exciting step for us, an expansion of Maui Jim’s golf programme and our involvement with this sport’s community.
“Over the years, many golfers and spectators have discovered the benefits of our PolarizedPlus2 lens technology to improve their views of the green.”
Championship director of the BMW PGA Championship, Jamie Birkmyre, said: “Not only do Maui Jim sunglasses look great and protect the wearer’s eyes, its lens technology can also help both amateur and professional golfers read the greens better, so they are a perfect fit for us and we look forward to working closely with them at the tournament.”
Invented more than 30 years ago to combat the harsh rays of the Hawaiian sun, all Maui Jim sunglasses cut 100% of harmful UV rays and 99.9% of glare from above, below and behind each lens.
The company’s PolarizedPlus2 lenses increase definition and depth perception, which is particularly important for golf, and can be found in more than 112 different sunglass styles for men and women.
The lenses come in four different lens materials, designed for optimal optics for a wide range of outdoor activities and sports, and in four different lens colours to enhance vision in varying light conditions.
All Maui Jim sunglasses have been recommended by The Skin Cancer Foundation as an effective UV filter for the eyes and surrounding skin.