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Volvo to end PGA Championship sponsorship

Volvo, which has sponsored the flagship European Tour PGA Championship for 17 years, announced on Wednesday that this year would mark the end of its association.

While Volvo will continue to sponsor other European Tour tournaments, such as the end-of-season Volvo Masters, for at least three more years, one of the most enduring partnerships is at an end.

The Wentworth-based event, which begins on Thursday, is deemed to have less of a "worldwide platform", than the Volvo Masters, said Volvo spokesman Mel Pyatt, and that has discouraged Volvo from continuing its sponsorship.

A search is on now to find another sponsor for the tour's main event, classed in Europe as the 'sixth major', and the tour is currently talking to three potential backers.

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