The partnership not only boosts Emirates' visibility across nearly 60 ATP tournaments annually but also exemplifies how effective sponsorships can elevate both global sporting events and corporate brand equity. Since joining forces with the ATP Tour in 2013, Emirates has become synonymous with world-class tennis, leveraging premier sponsorships to engage millions of fans across six continents. The airline’s iconic net branding remains a distinctive feature at tournaments, ensuring consistent high-value marketing exposure. By renewing the partnership through 2030, Emirates secures its presence at some of tennis’s most prestigious competitions, including ATP Masters 1000, 500, and 250 events, along with the season-ending Nitto ATP Finals in Turin, Italy.
Boutros Boutros, Emirates’ Executive Vice President for Corporate Communications, Marketing and Brand, emphasized the significance of this renewal: “The ATP Tour’s expanding international influence creates an exceptional platform for Emirates to connect authentically with tennis fans worldwide. Through exceptional hospitality and strategic activations at the world’s top tournaments, we continue to strengthen engagement with our loyal customers and enhance brand awareness. We are committed to deepening this partnership as we expand Emirates’ global footprint in tennis.”
As part of the partnership renewal, Emirates will become the ATP’s first-ever umpire sleeve-patch sponsor starting in 2026. This pioneering activation enhances brand visibility in an innovative way, complementing Emirates’ extensive portfolio of sponsorships across premier sports leagues and events such as the NBA, International Cricket Council, World Rugby, European Rugby Champions Cup, and SailGP. This move underlines Emirates’ strategic approach to sports branding, employing forward-thinking sponsorship initiatives to reach diverse audiences effectively.
Daniele Sano, Chief Business Officer of the ATP, highlighted the partnership’s impact: “Emirates has been a constant and valued presence on the ATP Tour for over a decade. The renewal signifies the strength of our relationship and our shared belief in the future of the sport. The ATP is experiencing record attendance and growing commercial interest, and we are proud to build on our successes with a premium global partner like Emirates.”
Beyond brand visibility, Emirates utilizes this partnership to deliver unparalleled hospitality experiences at tennis tournaments worldwide. Through tailored on-ground activations and VIP events, the airline engages high-value customers and tennis enthusiasts alike, creating authentic connections that reinforce lasting brand loyalty. Moreover, Emirates collaborates with ATP players on digital promotional campaigns, integrating some of tennis’s top stars into its marketing initiatives to boost fan engagement across platforms.
The reach and excitement generated by the partnership are amplified through the extensive media coverage and social media channels of the ATP, ensuring that Emirates’ sponsorship delivers measurable impact and aligns with its broader brand marketing efforts.
The ATP Tour governs the world’s most prestigious tennis events, entertaining over a billion fans globally. Its tournament portfolio includes the United Cup, ATP Masters 1000, 500, and 250 events, culminated by the Nitto ATP Finals, where the season’s top singles players and doubles teams vie for the coveted year-end No. 1 ranking. The Tour’s global footprint and star-studded player roster create a dynamic and engaging environment in which Emirates’ sponsorship resonates deeply with a discerning, worldwide audience.
Emirates’ expanded partnership with the ATP underscores the airline’s commitment to long-term investment in sports sponsorships that foster growth and brand recognition. The renewal reflects a sophisticated marketing approach that connects with diverse fan bases while advancing the sport’s development. By integrating hospitality, digital outreach, and innovative branding, Emirates continues to solidify its position as a premier global sports sponsor.
The extension of Emirates’ partnership with the ATP Tour through 2030 represents a landmark achievement in global sports branding, showcasing how strategic sponsorships can build enduring brand awareness and elevate world-class sporting events. Emirates’ continued presence as a leading sponsor exemplifies best practices in sponsorship innovation, fan engagement, and brand activation. As the partnership evolves, both Emirates and the ATP stand poised to enrich the tennis experience and inspire fans globally for years to come.
Sources: Arab News, Emirates Media Centre, Sportico.
