Emirates’ ‘Force for Good’ Program Supports Community Tennis in Australia
On 4 September, approximately 250 primary school students from diverse and low socio-economic backgrounds participated in a free sports day designed to introduce them to tennis while supporting their physical and mental well-being.
The event, called the Schools Future Fit Program, was organised by Youth of Tomorrow with funding from Emirates’ Force for Good initiative. Held at the Pat Rafter Arena, Queensland State Tennis Centre, students took part in on-court tennis activities run by qualified coaches, learned about Pop and Pickleball, and attended mental health workshops.
Australian tennis player John Millman, an ambassador for the Australian Tennis Foundation, joined the students in coaching sessions that focused on participation and connection. Emirates mascots and cabin crew were also present, while students received small tennis gifts and Polaroid photos as mementoes.
Emirates launched its Force for Good program in Australia in 2025 in partnership with the Australian Tennis Foundation. The airline is investing $2.25 million over five years to increase access to tennis for children and young people from disadvantaged communities. The program is active in Sydney, Melbourne, Brisbane, Adelaide and Perth, and provides structured opportunities for participation in local schools, clubs and community courts.
In 2025, the program will support around 3,000 children and young people through 11 community initiatives across more than 60 schools, clubs and community venues, creating approximately 10,000 participation opportunities. Since its launch earlier this year, six initiatives have already taken place in Melbourne, Brisbane, Perth and Sydney, involving more than 800 participants.
Dean Cleaver, Regional Sales Manager at Emirates said: “Emirates is passionate about ensuring our commitment to Australia extends beyond the flights we operate. For us, the Force for Good program is an opportunity to give back to the communities we serve in Australia.
“Backed by a legacy of strong sporting sponsorships including our longstanding partnership with Tennis Australia, we know that offering children access to tennis is about more than the game. For children who might otherwise miss out on the opportunity, we’re not only introducing them to a sport, we’re offering pathways to develop physical skills, build social connections, and enhance mental wellbeing. The enthusiasm and fun we saw from the students in Brisbane is exactly what this program is about.”
Executive Director, Australian Tennis Foundation, Vicki Reid said: “We are excited to join forces with Emirates to support social impact initiatives across Australia. Through this collaboration, we can break down barriers and provide young people with the resources and opportunities they need to thrive”
John Millman, tennis legend and Australian Tennis Foundation ambassador, said: “Tennis has the power to bring people together and create lasting change. It’s incredible to see the joy and connection these kids experience when they’re given the chance to play.”
Chief Executive Officer of Youth of Tomorrow, Umit Oraloglu said: “We’re proud to partner with Emirates, ATF and Tennis Queensland to deliver a fully funded program to schools that need it most, supporting both the physical and mental wellbeing of young people.”
The first year of the Force for Good program will conclude with a community event during the Australian Open in January 2026.
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