Despite attracting record crowds every year, the tournament struggled because of lack of sponsorship as Ireland faced economic hardship, before four-time major champion McIlroy and the Dubai-based $2 billion Dubai Duty Free joined hands with the European Tour and resuscitated the tournament.
In 2014, the tournament offered a prize fund of $2 million and attracted three of the top-50 ranked players in the world. Those numbers swelled to $2.5m and 16 top-50 players last year, while the prize money this year is a whopping $4m.
And despite this being an Olympic year which has caused havoc with schedule of most top stars, the 2016 Dubai Duty Free Irish Open, to be played May 19-22, will feature 12 players in the top-50, including world No3 McIlroy and the recently-crowned Masters champion Danny Willett.
Also in the field are Irish major winners Padraig Harrington, Graeme McDowell and Darren Clarke.
Dubai Duty Free tested the water with their first year of sponsorship, but were delighted with the response and have extended their support for three years.
Speaking to the media at a press conference in Dubai, DDF Executive Vice Chairman Colm McLoughlin said: “We are very excited about it. We are delighted to renew it, and signed for three years. We are delighted that the European Tour has increased the prize fund. It is now one of the premier tournaments on the Tour.
“There are many reasons we decided to renew our sponsorship. One of them being that we received E100 million worth of media coverage, which is an excellent return on our investment.
“But one of the main reasons is the fact that McIlroy and his foundation are involved as well.
VIDEO: @TheJoyofGolf & Co. enjoyed speak to Colm McLoughlin about @DDFIrishOpen earlier: https://t.co/jdL5NP07ks pic.twitter.com/qRKOfSG2V7
— Scotty G (@ScottyGrayston) May 2, 2016
“He brings a big media interest to the tournament. But he also brings the good things they are doing, which is supporting various charities. And I know last year and this year that he was very involved in encouraging some of the top players to come and play.
“We are very happy we renewed the contract. I’d say the golf tournament now ranks up highly in our list of sporting events we support.”
