Emirates and ATP Tour Announce Partnership Extension Through 2030
The Association Of Tennis Professionals (ATP) and Emirates, a leading global airline, have solidified their decade-long relationship by announcing an extension of their partnership. This multi-year agreement ensures Emirates remains the premier partner and official airline of the ATP Tour until 2030, continuing a collaboration that began in 2013.
Emirates’ Continued Presence in Professional Tennis
Emirates will maintain its presence at over 60 ATP tournaments across six continents each season, delivering luxury hospitality experiences.Millions of tennis fans worldwide will continue to see the airline’s branding prominently displayed on the nets during matches. furthermore, Emirates will retain significant marketing rights, ensuring a prominent brand presence throughout the ATP season.
Starting in 2026, Emirates will enhance its brand visibility even further by becoming the ATP’s first umpire sleeve patch partner.This initiative builds upon Emirates’ established history of supporting sports officiating across various major sporting events, including the NBA, ICC, World Rugby, EPCR, and SailGP.
Executive Perspectives on the Renewed Partnership
Boutros Boutros, Emirates Executive Vice President, Corporate communications, Marketing and Brand, emphasized the strategic advantages of the partnership. He stated that the ATP Tour’s expanding global influence provides an ideal platform for Emirates to connect with tennis enthusiasts worldwide. He added that this helps to build a consistent and authentic brand association with the sport.
Daniele Sano, ATP Chief Business Officer, highlighted the importance of the renewal. He noted that Emirates has been a constant presence on the ATP Tour for over a decade, and this extension underscores the strength of their relationship. He also mentioned the current exciting momentum of the Tour, marked by record attendance and growing commercial interest.
Enhanced Digital Engagement
Beyond traditional marketing channels, Emirates will increase its engagement through digital platforms. The airline will collaborate with top tennis stars on exclusive digital promotion campaigns. The ATP Tour connects Emirates with more than 5 million on-site fans each season, underscoring tennis’s global appeal and Emirates’ position as the world’s largest international airline. Are you excited about the future of this partnership?
Key Highlights of the Emirates-ATP Tour partnership
Here’s a summary of what this renewed partnership entails:
| Feature | Details |
|---|---|
| Partnership Extension | Until 2030 |
| Premier Partner and Official Airline | Emirates remains in both roles |
| Tournament Presence | Over 60 ATP tournaments across six continents |
| Umpire Sleeve Patch Partner | Starting in 2026, a new branding opportunity |
| Digital Engagement | Collaboration with players on digital promotions |
The Enduring Appeal of Sports Sponsorships
Sports sponsorships have long been a cornerstone of brand marketing strategies. For Emirates, partnering with the ATP Tour offers a unique opportunity to reach a global audience, enhance brand visibility, and associate with the positive attributes of tennis. Did You Know? Studies show that consumers frequently enough develop a stronger affinity for brands that support their favorite sports or teams.
However, accomplished sports sponsorships require careful planning and execution. Brands must ensure alignment between their values and the sport they are sponsoring. They need to actively engage with fans through on-site activations and digital campaigns to maximize the impact of their investment. Are there other sports Emirates should consider sponsoring?
Frequently Asked Questions About the Emirates and ATP Tour Partnership
What are your thoughts on this renewed partnership? Share your comments below!
