Emirates has agreed a new long-term partnership extension to continue as a primary sponsor of the tennis US Open.
As part of the extension, longtime US Open sponsor Emirates is teaming with the USTA Foundation, the national philanthropic arm of the USTA. The two organisations are teaming up to launch the Emirates “Force for Good” court refurbishment initiative across US cities, beginning in Brooklyn, New York at the De Hostos Playground.
De Hostos Playground is a home of the Kings County Tennis League, which serves hundreds of youth across Brooklyn as one of the USTA Foundation’s 250-plus National Junior Tennis and Learning (NJTL) chapters, the sports-based youth development program co-founded by tennis legend Arthur Ashe in 1969.
The newly-refurbished courts will be unveiled on 7 September, the day of the US Open women’s final.
The announcement came late last week as a part of the multi-faceted partnership renewal between the US Open and Emirates, which is the tournament’s official airline. Emirates has been involved with the US Open since 2012, becoming the first Grand Slam tournament to partner with the airline.
Boutros Boutros, Emirates’ Executive VP of Corporate Communications, Marketing and Brand, said: “This is our 13th year of partnering with the USTA, and we are especially proud to be celebrating our renewed commitment to the prestigious event by introducing a new community initiative that will touch the lives of youth in communities throughout the US.
“Emirates operates to 12 cities in the country and it’s rewarding to be giving back to the communities we serve. The refurbishment of tennis courts and support of training programs is a meaningful way to inspire young tennis lovers and future stars and we are glad to be playing a role in nurturing talent amongst the youth.”
In addition to the Force for Good initiative, the airline’s partnership with the USTA includes prominent brand visibility at the US Open, with the post-match Emirates Ball Flight, on-site activations like handing out caps on Emirates Day, sponsorship of Arthur Ashe Kids’ Day and more.
The airline will also be unveiling its revamped hospitality suite at the Arthur Ashe Stadium, offering premium dining and exclusive beverages, as well as entertaining tennis fans.
Kirsten Corio, USTA’s Chief Commercial Officer, added. “Emirates has been a bedrock partner of the US Open for the last 12 years, and we’re thrilled to have our partnership continue in ways that will have a profound impact on the sport and in communities across the country.
“We’re incredibly proud to have been the first Grand Slam event Emirates partnered with back in 2012, and having seen our partnership grow to elevate the US Open experience in so many new and exciting ways over the years has been especially gratifying.
“Now being able to positively change the lives of youth across America, in partnership with the USTA Foundation and NJTL network, is an inspiring next step in our upward trajectory.”
