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Birmingham’s golf and travel credentials have received a fresh boost as Turkish Airlines is unveiled as headline sponsor of the new Belfry Classic tournament at The Belfry, promising an exclusive blend of championship golf, elevated hospitality and seamless global connectivity for visiting fans and international travellers.
A Flagship Partnership for Birmingham’s Golf Scene
The headline sponsorship brings together one of the world’s fastest-growing international carriers and one of England’s most famous golf resorts, located just outside Birmingham. The Belfry, a multi-course venue that has hosted the Ryder Cup and numerous European Tour events, provides a high-profile stage for Turkish Airlines to deepen its presence in the UK’s Midlands region and court golf-minded travellers.
While financial terms have not been disclosed, event organisers describe the agreement as a multi-year partnership centred on premium experiences rather than simple branding. Turkish Airlines will take top billing across tournament venues, broadcast materials and fan-facing activations, positioning the carrier as the preferred airline for spectators and participants flying in via nearby Birmingham Airport.
The Belfry Classic is being positioned as a showcase for the wider West Midlands, with organisers expecting a field of international professionals alongside elite amateurs and corporate guests. The tie-up with Turkish Airlines is intended to help draw visitors from key long-haul markets, using Istanbul as a one-stop hub into Birmingham.
Local tourism officials say the deal underscores Birmingham’s ambition to leverage major sports events to attract higher-spending visitors, with golf at The Belfry seen as a natural complement to the city’s cultural and sporting calendar.
Exclusive Experiences for Golf Fans and Travellers
As headline sponsor, Turkish Airlines is planning a suite of golf-themed benefits designed to appeal to both serious players and travelling fans. Branded hospitality lounges overlooking key holes, concierge-style travel support and curated on-course experiences are expected to sit alongside more traditional tournament hospitality.
Passengers travelling on Turkish Airlines services to Birmingham around the event dates are set to be offered tailored packages that bundle flights, accommodation at or near The Belfry and access to select tournament days. For premium-cabin customers and top-tier loyalty members, organisers are developing invitation-only clinics with tour professionals, early-morning practice access and opportunities to play The Belfry’s championship layouts outside core competition hours.
The airline, already active in global golf sponsorship, is understood to be exploring the integration of the Belfry Classic into its wider golf portfolio, allowing members of its frequent-flyer programme to earn and redeem miles on event-related travel and golf experiences. This could include priority tee-time reservations, golf bag handling benefits and access to exclusive pro-am spots for high-value customers.
On site, Turkish Airlines plans to create spaces that mirror the look and feel of its flagship lounges, with quiet areas for business travellers, Turkish-inspired food and beverage options and live coverage of golf and international sport for guests stepping away from the fairways.
Boost for Birmingham Airport and Regional Connectivity
The sponsorship arrives as Turkish Airlines continues to grow its footprint at Birmingham Airport, where it has steadily expanded services to Istanbul in recent years and celebrated carrying more than two million passengers through the hub. The carrier now operates an increased schedule of flights that give Midlands travellers a wide choice of departure times into its Istanbul hub and onward to more than 300 destinations worldwide.
Airport executives view the Belfry Classic partnership as a further opportunity to promote Birmingham as an easy access point for international golf tourism. Many fans and corporate groups attending the event are expected to route via Istanbul from destinations in the Middle East, Asia and Africa, combining the tournament with city stays in Birmingham or wider tours of the English countryside.
Travel trade partners in central England have been encouraged to package the Belfry Classic with Turkish Airlines flights, highlighting the convenience of flying into Birmingham rather than more congested hubs. The aim is to position the city as a gateway for golf breaks that take in The Belfry and other courses across the region, while also supporting inbound tourism to Istanbul for UK-based golfers travelling in the opposite direction.
For Birmingham Airport, the tournament provides another showcase moment following a period of passenger growth and route consolidation. The presence of a major global airline at the centre of a flagship golf event is seen as a signal that the Midlands can attract premium sponsorships more commonly associated with London or major coastal resorts.
Golf Tourism on the Rise Between the UK and Türkiye
The collaboration between Turkish Airlines and The Belfry also reflects the broader rise of golf tourism between the UK and Türkiye. Antalya and other Turkish coastal regions have spent decades building world-class resort courses and hosting professional tournaments, with Turkish Airlines a prominent supporter of the sport through events such as the Turkish Airlines Open and global amateur series.
Industry figures note growing two-way traffic: UK golfers heading to Türkiye for winter sun and resort golf, and Turkish and international golfers visiting the UK to sample historic courses. By attaching its brand to the Belfry Classic, Turkish Airlines is looking to sit at the centre of this flow, encouraging travellers to view a ticket through Istanbul as a passport to golf on both sides of Europe.
Tour operators specialising in golf trips say they expect the sponsorship to make it easier to sell combined itineraries that include rounds in Türkiye and the UK within a single journey. With Istanbul as a connecting hub, itineraries could see passengers fly to Antalya for resort golf before routing back through Birmingham for a stay-and-play experience at The Belfry.
For destinations at both ends, the hope is that a well-promoted, airline-backed event can extend visitor stays, increase spending on accommodation and dining, and attract new demographics who may previously have travelled only for city breaks or beach holidays.
Local Economic Impact and Future Growth Prospects
Beyond the fairways, local authorities and business groups anticipate that the Belfry Classic, underpinned by Turkish Airlines’ global marketing reach, will deliver a tangible economic dividend for the West Midlands. Hotels in and around Birmingham and Sutton Coldfield are preparing for an uplift in occupancy, while restaurants, transport providers and retail outlets expect additional trade from visiting fans and corporate guests.
Event organisers are working with regional partners to weave the tournament into wider visitor itineraries, encouraging ticket holders to spend time in Birmingham’s city centre, cultural attractions and nearby destinations across Warwickshire. By profiling Turkish Airlines as a key partner, tourism officials hope to secure further aviation and event-related investment into the region.
Looking ahead, both sides are understood to see the inaugural headline sponsorship as a starting point. There is scope for the partnership to expand into junior golf initiatives, community engagement and sustainability programmes that use the tournament platform to promote greener travel choices and responsible event operations.
For golf lovers and global travellers alike, the combination of The Belfry’s pedigree, Birmingham’s growing international profile and Turkish Airlines’ extensive route network is being billed as an opportunity to experience world-class golf with a distinctly international flavour, all within easy reach of one of the UK’s most connected regional cities.