The ATP has confirmed the renewal of its partnership with Emirates as Premier Partner and Official Airline of the ATP Tour for an additional five years, beginning in 2021.
The Premier Partnership renewal highlights over a decade-long commitment to the sport by Emirates, with the brand continuing to receive global marketing rights and exposure through iconic on-court net branding at 60 tournaments worldwide.
Chris Kermode, ATP Executive Chairman & President commented: “We are delighted to have Emirates extend their Premier Partner status as the ATP Tour continues to soar in popularity as a truly worldwide sport. The Tour looks forward to further enhancing the exceptional partnership that has already been built, and the renewal reinforces the benefits the global platform of the ATP Tour provides to such a highly regarded and established brand in the sports marketing world.”
In 2018, ATP tournaments delivered Emirates brand exposure to a cumulative dedicated audience in excess of 1 billion, while the ATP’s worldwide platform also provides Emirates with an outstanding opportunity to showcase highly touted hospitality experiences.
Boutros Boutros, Emirates Divisional Senior Vice President, Corporate Communications, Marketing and Brand added: “We’ve been associated with the ATP since 2013 and it’s been a successful partnership so far and a great fit for our brand.
“As a global airline serving 158 destinations across 85 countries, and the ATP Tour itself taking place in 30 destinations to which we fly, along with the growing popularity of the tour, it remains a strong platform for us to connect with our customers, hence the decision to continue to being a Premier Partner and the Official Airline of the ATP Tour.”
Insider Insight: The extension of this partnership underlines the importance and key benefits of loyalty within sports sponsorship. Emirates has continued its investments into the sport tennis and has become synonymous with the sport.