Staff WriterHusqvarna has put its name on one of the most tradition-soaked trophies in European golf, signing a multi-year agreement to become the new Title Partner of the British Masters. The result is a rebrand with teeth: the 2026 Husqvarna British Masters will be staged at The Belfry, on the iconic Brabazon Course, with the company also installed as the official robotic mowing partner of the DP World Tour.
That’s sponsorship, yes — but it’s also a statement about how modern tournament golf is being presented. Fans might arrive for birdies and drama; players notice it first in the turf underfoot. And Husqvarna is betting that course conditioning is the cleanest way to show performance in public.
“Golf is the perfect stage to demonstrate the performance of Husqvarna’s robotic lawnmowers, already delivering world-class results at over 1,700 courses worldwide. This partnership marks a shared commitment to reinvent golf course maintenance for a new era”, says Yvette Henshall-Bell, President Europe BU Husqvarna Forest & Garden Division, Husqvarna Group.
A title partnership for a tournament with serious history
The British Masters doesn’t need help inventing a backstory. First played in 1946, it’s a tournament with proper weight behind it — the kind that still sounds right when you say it slowly. Past champions read like a greatest hits album: Peter Thomson, Tony Jacklin, Bernhard Langer, Ian Woosnam, Seve Ballesteros, Sir Nick Faldo, Colin Montgomerie, and Sweden’s Alex Noren in the 2025 tournament.
So when a brand steps in as title partner, it can’t be a paper logo and a handshake. It has to fit the room. The Belfry does, too — a venue that doesn’t just host tournaments, it hosts memories. The Brabazon has a way of making good players look clever and impatient ones look like they’ve been arguing with a hedge.
Faldo returns as host — and he’s calling the shots on conditions
If you want a bridge between tradition and whatever comes next, you put Sir Nick Faldo on it and let him stand there with his arms folded. The six-time major winner — and Husqvarna brand ambassador — will return as host of the Husqvarna British Masters in 2026, and he’s made it very clear what “new era” looks like in practice: immaculate playing surfaces.
“As a former Champion, I take great pride in hosting this iconic tournament and it’s about to enter an exciting new era with this new partnership. I love Husqvarna’s products, and they will be out in full force at The Belfry next August to make sure the Brabazon Course is in perfect condition”, says Sir Nick Faldo.
The line that matters there isn’t the polite bit about pride. It’s “perfect condition” — because every tournament talks about legacy, but the best ones deliver the simple stuff: fairways that are fair, lies that are honest, and a course that asks its questions without shouting.
Beyond one week: Husqvarna’s wider DP World Tour footprint
The bigger play is that this isn’t a one-event splash. As part of the agreement, Husqvarna becomes an Official Marketing Partner of the 2026 DP World Tour, building on a successful partnership in 2025. In 2026, Husqvarna will be:
- Official Tournament Partner to the British Masters and the Amgen Irish Open
- Corporate Partner to the BMW International Open, KLM Open and FedEx Open de France
For readers, the relevance is simple: a title deal makes headlines, but tour-wide status changes repetition. Husqvarna will showcase products across DP World Tour channels throughout the season and partner with green keepers and course managers to deliver consistent quality on tournament courses — the behind-the-scenes work that determines whether a venue looks “fine” or looks like a championship.
Proof on the fairways: robotic mowing goes live on a major stage
Tech claims are cheap. Golf is not. The sport has a long history of treating “innovation” like a stranger who’s wandered into the clubhouse in trainers. But Husqvarna has already put its machines under the kind of pressure that exposes gimmicks.
Recently, at the AIG Women’s Open at Royal Porthcawl in Wales, 15 Husqvarna CEORA robotic mowers maintained all 18 fairways during the tournament, marking the first time robotic mowers have maintained fairways live on the world golf stage.
That is the clearest proof point in the entire announcement: not a demo day, not a brochure, but fairways maintained while a major championship was being contested. In other words, the technology didn’t just turn up — it kept up.
What this means for fans, players, and course teams in 2026
For the audience, the Husqvarna British Masters at The Belfry offers a neat promise: a historic tournament, on a famous course, presented with a level of conditioning that’s being framed as the future standard on the DP World Tour.
For players, it’s about consistency — the feeling that the course is asking questions, not playing tricks. For course teams, it’s about support and scalability: robotics used in a way that aims to raise baseline quality and free skilled staff for the detail work humans do best.
And for everyone else? It’s another reminder that golf’s next leap forward may not come from a new driver face or a hotter ball. It might come from the ground itself — and from how relentlessly well it’s prepared.
FAQs
When is the Husqvarna British Masters in 2026?
The tournament will be staged next August at The Belfry on the Brabazon Course.
Where is the 2026 Husqvarna British Masters being played?
At The Belfry in England, on the iconic Brabazon Course.
Who is hosting the 2026 Husqvarna British Masters?
Six-time major winner Sir Nick Faldo will return as host.
What is Husqvarna’s role with the DP World Tour?
Husqvarna will be the official robotic mowing partner and an Official Marketing Partner of the 2026 DP World Tour.
What is the significance of the Royal Porthcawl AIG Women’s Open detail?
It was the first time robotic mowers maintained fairways live on the world golf stage, using 15 Husqvarna CEORA units.
