The ten-year agreement will see the tour renamed the Staysure Tour in a rebranding that will also a new headline event, The Staysure PGA Seniors Championship.
Three other new tournaments will be added to the Staysure Tour roster this year, bringing the total to 19. They are The Russian Open Golf Championship, The Shipco Masters in Denmark and the Costa Blanca Senior Golf Masters in Spain.
Staysure has its headquarters in Northampton. Chief executive Julian Kearney said: “This is a hugely exciting development for Staysure. Becoming title sponsor of such a well-respected tour that is going from strength to strength makes us extremely proud. We’re confident that this relationship will be mutually beneficial.”
- Pictured: (from left) David MacLaren, head of the European Senior Tour; Staysure founder and chairman Ryan Howsa; former Europe Ryder Cup team captain Paul McGinley. Photo: Getty Images.
The deal includes the launch of a new Staysure membership programme offering discounts and benefits on a range of travel insurance and golf insurance packages. Members will also get a chance to access to tickets at Staysure Tour tournaments, Pro-Am playing places, signed merchandise, and discounts to other European Tour events.
David MacLaren, head of the European Senior Tour, said: “Having Staysure on board as title sponsor highlights the progress we are making in our commitment to revitalising the Senior Tour.”
The European Tour’s chief executive Keith Pelley added: “This is a landmark moment for the European Senior Tour and we are delighted to welcome Staysure on board as title sponsor.
"This announcement is testament to the strength and popularity of the senior game in Europe. Its success is evident through its continued expansion internationally as well as the calibre of player it now attracts.”
More than 500,000 over-50s travel abroad to play golf each year. Staysure founder and chairman Ryan Howsam said: “Many Staysure customers share our love of golf and this is the perfect opportunity for us to engage them on a new level.”
Staysure won the Best Travel Insurance Provider category at the British Travel Awards. Last year it also acquired insurance company Avanti, cementing its position as leader in the market.