Britain’s all-time great Laura Davies, CBE, is the new Brand Ambassador of ‘golf in DUBAi’ – the promoters and organisers of the Omega Dubai Ladies Masters and the Omega Dubai Desert Classic.

A born entertainer, who often delights the galleries with her charismatic style and powerful play, Davies will promote the two premier golf tournaments and, in turn, the brand ‘golf in DUBAi’ on the global stage as part of a four-year partnership which extends up to 2014.

The winner of an incredible five titles this season, including the recent Hero Honda Women’s Indian Open, Davies is playing some of the best golf of her career at present and may well seal her place at the top of the Ladies European Tour’s Henderson Money List for a record eighth time at the season-ending Omega Dubai Ladies Masters in December.

“I love Dubai, I love the tournament and it will be a great honour and privilege to be a part of the golf in DUBAi team that has done a tremendous job in raising the profile of this brilliant city on the global stage,” said Davies who herself has featured in the last three editions of the event and her best finish being runner-up to Annika Sorenstam in 2007.

“What’s happening out here in the UAE and certainly in Dubai is just so impressive to see. From my experience I can tell, Dubai is one of our favourite stops on the Tour,” said Davies who joins American legend Mark O’Meara, Great Dane Thomas Bjorn and South Korean teenage sensation Noh Seung-yul at the helm of an ambitious ‘golf in DUBAi’ campaign, designed to put the city on the map.

Getting better and better with age, Davies, at 47, lit up the Ladies European Tour with her five victories this year and shows no sign of stopping. “Why do people ask me when I am going to stop when I’m still winning? I don’t comprehend the question. I’ve got plenty of years left,” said Davies who needs to win just two more LPGA events — or one major championship — to qualify for induction into the World Golf Hall of Fame.

“If it happens, it happens. If it doesn’t, it doesn’t. I’ve had a good run of it. If I come up short, that’s how it is,” said Davies who attributes her longevity to her ability to relax when not playing golf. “I don’t live golf 24 hours every day,” she said. “When I play golf, I love it. But when I’m not playing, I try to forget it,” said Davies, the only player to have featured in all 11 Solheim Cup events.

Commented Mohamed Juma Buamaim, vice-chairman and CEO of golf in DUBAi: “Much has been written about Laura. The way she plays is exceptional. People generally tend to believe that sportspersons wane with age, but she is making new records every day and that speaks volumes of her awesome talent.

“She is an influential figure in the world of golf and her constant quest for high performance is in line with Dubai’s vision of making the city the hub for all things golf. Indeed, we are honoured to have her on board.”

‘golf in DUBAi’ is backed by Omega as the title sponsor and Dubal (Dubai Aluminium) as the sponsor. The co-sponsors are: CNN, Gulf News Emirates NBD, Mercedes-Benz, Jumeirah and wasl while Dubai Duty Free, Carpetland and Motivate are the Patrons in golf in DUBAi’s drive to showcase the emirate’s vibrant golfing scene to a worldwide audience.