Emirates ATP Partnership: A Decade of Dominance
Emirates and the ATP have renewed their global partnership, with the airline continuing as the Premier Partner and Official Airline of the ATP Tour until 2030. Since their collaboration began in 2013, Emirates and the ATP have developed one of the longest-standing and most recognizable partnerships in professional tennis.
Emirates will continue to showcase its hospitality at nearly 60 ATP tournaments across six continents each season. The airline’s signature net branding will remain a distinctive part of the viewing experience for millions of fans worldwide. Additionally, Emirates will receive prominent marketing rights and high-value brand visibility throughout the season, maintaining one of the broadest presences in tennis.
Starting in 2026, Emirates will further enhance its brand presence by becoming the ATP’s first-ever umpire sleeve patch partner. This initiative builds on Emirates’ strong association with sports officiating, which includes major sponsorships with the NBA, ICC, World Rugby, EPCR, and SailGP.
Boutros Boutros, Emirates Executive Vice President, Corporate Communications, Marketing and Brand said: “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, 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.”
Emirates will enhance its engagement with tennis fans by utilizing the ATP’s digital and social media channels. The airline plans to collaborate with players on digital promotions through an activation program, incorporating some of the sport’s biggest stars into its brand campaigns. The ATP Tour connects Emirates with over 5 million fans on-site each season, highlighting the global reach of both tennis and the world’s largest international airline. Additionally, Emirates sponsors all four Grand Slam tennis tournaments: the Australian Open, Roland-Garros, Wimbledon, and the US Open.
Leave a comment