Pirelli and Kwik Fit have become Official Partners of the 2026 Husqvarna British Masters, extending their consumer activity into professional golf. The DP World Tour tournament takes place at The Belfry Hotel & Resort from 27 to 30 August. Both businesses plan to use the event to engage spectators through joint activity in the tournament’s fan zone.
The agreement places the tyre manufacturer and automotive service group alongside a high-profile UK sporting event hosted by Sir Nick Faldo.
The British Masters will be played on The Belfry’s Brabazon Course in Sutton Coldfield. It forms part of the DP World Tour’s 2026 schedule and runs from Thursday 27 August to Sunday 30 August.
The partnership is primarily a consumer visibility initiative. However, it also reflects how tyre businesses are looking beyond motorsport and conventional automotive shows to reach drivers.
Pirelli and Kwik Fit said their fan-zone activity would contribute to the spectator experience. Further details about the format have not been disclosed.
Jason Sugden, Pirelli’s UK Commercial Director, said the collaboration provides a platform to present the manufacturer’s technology and sporting heritage to an engaged audience.
Andy Lane, Marketing Director at Kwik Fit, said the group hoped its joint fan-zone activity would add to spectators’ experience at the venue.
The announcement adds another consumer event to Kwik Fit’s 2026 partnership programme.
Tyre News recently reported that Bridgestone and Kwik Fit will support the Camper Calling Festival. That agreement connects tyre promotion with campervan use, seasonal journeys and vehicle safety.
Kwik Fit is also working with Bridgestone at the 2026 British Motor Show. The two companies will support the event’s Live Arena and Supercar Paddock for a fifth consecutive year.
Taken together, the partnerships indicate that Kwik Fit is using sporting, motoring and lifestyle events to create direct contact with different groups of drivers.
For Pirelli, golf adds to a sporting portfolio led by its extensive involvement in motorsport.
The manufacturer competes or supplies tyres across hundreds of competitions. Its most visible programme remains Formula 1, where tyre performance forms a central part of race strategy and vehicle behaviour.
That sporting profile sits alongside investment in road-tyre development and connected systems. Tyre News has covered Pirelli’s investment in Univrses to advance Cyber Tyre technology, including the use of tyre and camera data for road monitoring.
The British Masters does not carry the same direct technical connection as motorsport. Its relevance is instead commercial. It gives Pirelli and Kwik Fit access to spectators outside a conventional tyre retail setting.
The success of the partnership will depend on whether the fan-zone activity moves beyond brand visibility and gives visitors useful reasons to engage with tyre safety, maintenance or product technology.
Official tournament information is available [HERE]
Tagged with: Pirelli, Kwik Fit, British Masters, tyre partnerships, golf sponsorship, tyre retail, driver engagement, fan-zone activity, tyre safety, automotive services
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