Thomas Bjorn, one of golf’s most influential players, has been appointed as a global ambassador of ‘golf in DUBAi’ as part of an ambitious drive to boost the Emirate’s brand visibility on the global stage.

Affectionately referred to as ‘The Great Dane,’ Björn enjoys strong links with Dubai, having spent most of the European winter in the city that is home to world-class events like the Omega Dubai Desert Classic and the Omega Dubai Ladies Masters

“The hub of global commerce, a top tourism destination and a shopping paradise, Dubai has become the ‘golfing hotbed’ of the region, if not the world,” said the 44-year-old veteran, who is also the chairman of the European Tour players committee.

“It’s a tribute to the country’s inspiring leadership that, despite difficult times, they have been able to develop a sporting tradition that remains at the heart of today’s vibrant leisure industry,” said Bjorn will be wearing ‘golf in DUBAi’ and GOLF CITIZEN logos on his shirts on his tournament days.

The Dane credited the Omega Dubai Desert Classic, dubbed as the Major of the Middle East, for putting the Emirate on the golfing map, saying: “It exudes a culture of excellence and a brand name that appeals to all in the golfing fraternity,” he said.

“I feel proud and privileged to be part of the golf in DUBAI family. They can always count on senior pros, like me, for spreading the message of Dubai,” said Björn, who defeated Tiger Woods when he was at his peak to win the 2001 Omega Dubai Desert Classic title on 22-under par total of 226, a record he now jointly shares with Scotland’s Stephen Gallacher.

Bjorn, who boasts 21 titles worldwide, including 15 on the European Tour, was equally upbeat about the MENA Golf Tour.

“As more leading events come to the region, bringing stiffer competition, the knock-on effect has been a rapid improvement in the quality of players,” he said.

“The standard of golf in the region has risen to such an extent that I believe it is just a matter of time before a real champion emerges. There is still a lot of room for the game to grow, particularly with golf being in the 2016 Olympics to drive interest. I see a very bright future for the game in the MENA region.”

Welcoming him to the family of golf in DUBAi ambassadors, Mohamed Juma Buamaim, vice chairman and CEO of golf in DUBAi, said: “Thomas is a wonderful player, well respected all over the world and it’s an honour to have him as our golf in DUBAI ambassador.

“His constant quest for high performance and commitment to his illustrious career have made him a great fit for golf in DUBAI and we look forward to enjoying this partnership for years to come.”

The European Ryder Cup player joins a celebrated roster of golfers who have been representing ‘golf in DUBAi’ as their ambassadors, stars such as Jeev Milkha Singh, Stephen Gallacher, Zane Scotland, Matt Fitzpatrick, Faycal Serghini, Dame Laura Davies and renowned coach Peter Cowen.

Promoted and organised golf in DUBAi, the Omega Dubai Desert Classic and the Omega Ladies Masters are backed by OMEGA as the title sponsor and Emirates Global Aluminium PJSC as sponsor. The co-sponsors are: CNN, Drydocks World & Maritime World, Emirates NBD, Gulf News, JA Resorts and Hotels, Mercedes-Benz and wasl, while Dubai Duty Free, Neocasa Interiors and Motivate Publishing are the Patrons in golf in DUBAi’s drive to showcase the emirate’s vibrant golfing scene to a worldwide audience.