Emirates Airlines has officially renewed its esteemed partnership with the Association of Tennis Professionals (ATP), securing its position as the Premier Partner and Official Airline of the ATP Tour through 2030. This strategic collaboration, which first began in 2013, has evolved into one of the most significant and recognizable alliances in professional tennis, effectively merging the realms of world-class sport with premium international air travel. The renewal of this partnership signifies a continued commitment to delivering exceptional experiences to tennis enthusiasts globally.
With nearly 60 ATP tournaments taking place annually across six continents, Emirates will maintain its renowned premium hospitality offerings at these prestigious events. Spectators can expect to see Emirates’ iconic net branding prominently displayed courtside, a hallmark of high-level tennis that has become synonymous with the global fan experience. This branding not only enhances the visual appeal of the tournaments but also reinforces Emirates’ strong presence in the world of tennis.
The renewed partnership also guarantees Emirates unparalleled marketing rights and extensive brand visibility throughout the ATP Tour season. As one of the sport’s most influential commercial partners, the airline will benefit from unmatched exposure to a diverse international audience that is passionate about tennis. Starting in 2026, an exciting new development will see Emirates become the ATP Tour’s first-ever umpire sleeve patch partner, a pioneering branding opportunity that will increase visibility during crucial officiating moments on court. This initiative aligns with Emirates’ broader strategy of sponsoring sports officiating across various major leagues, including the NBA, ICC, World Rugby, EPCR, and SailGP. This move emphasizes the airline’s commitment to promoting integrity and high standards within sports management.
In addition to traditional branding, Emirates plans to deepen its engagement with tennis audiences through a forward-thinking integrated digital activation programme. This innovative initiative will feature some of the biggest stars in tennis, who will be included in Emirates’ marketing campaigns. By leveraging the ATP’s extensive digital and social media channels, along with player-driven content, Emirates aims to connect with millions of tennis fans worldwide, thereby reinforcing its status as a global leader in both aviation and sports sponsorship.
The ATP Tour serves as a vibrant global platform, connecting Emirates to over five million spectators on-site each season. This massive live audience, coupled with millions more who engage through broadcast and digital channels, amplifies Emirates’ ability to connect with a diverse, international fan base. The partnership reflects Emirates’ worldwide reach and the universal appeal of tennis, making it a strategic asset for the airline as it seeks to enhance its brand engagement.
Boutros Boutros, Emirates’ Executive Vice President of Corporate Communications, Marketing, and Brand, expressed his enthusiasm regarding the renewal: “The ATP Tour’s expanding international influence and reach creates an exceptional platform 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 Chief Business Officer, also commented on the significance of the renewal: “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.”
Emirates’ dedication to tennis extends beyond the ATP Tour; the airline proudly supports all four Grand Slam events: the Australian Open, Roland-Garros, Wimbledon, and the US Open. These prestigious tournaments attract the sport’s most devoted fans and top competitors, providing Emirates with unparalleled opportunities to showcase its brand alongside tennis’ most historic occasions. The extended partnership solidifies Emirates’ presence within the tennis world while continuing to leverage the sport’s global appeal to highlight its leadership in delivering exceptional travel experiences.
By combining premium hospitality, innovative branding, and player-driven digital content, Emirates and the ATP are poised to deliver an elevated fan experience and strengthen their shared commitment to the future of professional tennis worldwide. This partnership not only enhances the visibility of Emirates within the sport but also reinforces the airline’s reputation for excellence, setting a new benchmark for sponsorship in the world of sports.
