Emirates has taken its long-standing collaboration in professional tennis to the next level. The airline giant announced that it will continue as the Premier Partner and Official Airline of the ATP Tour until 2030.
A Strategic Partnership Spanning Over a Decade in Tennis
The Emirates–ATP partnership, which began in 2013, stands out as one of the strongest examples of sustainable brand collaborations in sports. Under the new agreement, Emirates will continue to provide premium hospitality experiences at around 60 ATP tournaments each season, spanning six continents.
Global Visibility and Innovative Sponsorship Move
With the renewed partnership, Emirates will secure high-value marketing rights and premium brand visibility throughout the season, maintaining one of the broadest reach platforms in professional tennis.
Starting in 2026, Emirates will make a first in the ATP Tour by becoming the sponsor of the referee’s armband. Known for its sponsorships in global organisations such as the NBA, ICC, World Rugby, EPCR, and SailGP, Emirates will extend its strategic relationship with sports officiating into the tennis court.
“Tennis is a Global Connection Tool for Emirates”
Boutros Boutros, Emirates Vice President of Corporate Communications, Marketing, and Brand, commented on the significance of the deal:
“The growing international influence of the ATP Tour offers Emirates a unique opportunity to connect directly with tennis fans worldwide. We strengthen brand loyalty through exclusive hospitality experiences and on-court activations at the world’s most prestigious tournaments. We are committed to expanding our partnership with the ATP and maximising the benefits of this strong synergy.”
ATP Emphasises Trust in Emirates
Daniele Sano, ATP Head of Commercial Affairs, highlighted that the partnership with Emirates is built on strong foundations spanning both past and future:
“Emirates has been an integral part of the ATP Tour for over a decade. This new agreement reflects mutual trust and a long-term shared vision. We are proud to continue working with such a prestigious brand as Emirates during the ATP Tour’s commercial growth journey.”
Player Collaborations and Digital Activations Ahead
In the new period, Emirates will actively leverage ATP’s digital and social media channels and integrate tennis stars into its brand strategies through exclusive player partnerships and digital campaigns. The ATP Tour reaches over 5 million viewers each season, further showcasing Emirates’ global impact.
