Emirates extends global partnership with ATP through 2030

Arab News

9 hours ago

DUBAI: Emirates and the ATP Tour have renewed their global partnership, with the airline continuing as the premier partner of the competition through 2030.
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First joining forces in 2013, Emirates and the ATP have built one of the longest-standing and most recognizable partnerships in professional tennis.
Emirates will continue to showcase its premium hospitality at close to 60 ATP tournaments spanning six continents each season.
The airline's signature net branding will remain a distinctive part of the viewing experience for millions of fans worldwide.
Emirates will also continue to receive prominent marketing rights and high-value brand visibility across the season, maintaining one of the broadest footprints in tennis.
From 2026, Emirates will further expand its brand presence by becoming the ATP's first umpire sleeve-patch partner.
The initiative builds on Emirates' association with sport officiating across its major sponsorships, including the NBA, International Cricket Council, World Rugby, European Rugby Champions Cup and SailGP.
Boutros Boutros, Emirates' executive vice president, corporate communications, marketing and brand, said this was an opportunity for Emirates to connect with tennis fans worldwide and build a consistent, authentic brand association with the sport.
'Through exceptional hospitality and strategic on-ground activations at the world's most prestigious tournaments, we're strengthening engagement with our loyal customer base to remain top-of-mind.
'We're committed to working closely with the ATP and leveraging this partnership further as we continue expanding Emirates' global tennis footprint.'
Daniele Sano, ATP's chief business officer, said: 'Emirates has been a constant presence on the ATP Tour for over a decade, and this renewal is a big moment for both of us.
'It speaks to the strength of our relationship and everything we've built together. Right now, the Tour is in a really exciting place. We're seeing record attendance, growing commercial interest, and real momentum across the board.
'We're proud to keep building with a partner, and a truly premium brand, that shares our belief in the future of the sport.'
In addition to leveraging the ATP's digital and social channels, Emirates will begin collaborating with players on digital promotions through a dedicated activation program.
The ATP Tour connects Emirates with more than 5 million fans on-site each season, underscoring the global reach of both tennis and the world's largest international airline.
Beyond the ATP Tour, Emirates is a sponsor of all four Grand Slam tennis tournaments: the Australian Open, Roland-Garros, Wimbledon, and the US Open.