By Neil Halligan
Tennis five-year deal is reportedly worth $50m
Emirates has signed a five-year deal to become the premier partner of the ATP World Tour from 2016, the biggest sponsorship in the history of the men’s tennis tour organisation.
The deal will see Emirates will replace Corona as the lead sponsor of the men’s tour at the end of this year, as well as retain its current partnership as official airline partner.
While no official figures have been given by either party, the deal is reportedly worth somewhere in the region of $50 million, based on a report from earlier this year on Sports Business Daily.
Emirates will benefit from global marketing rights via the tour’s net branding at approximately 60 tournaments worldwide to reach a cumulative broadcast audience in excess of 800 million. The Dubai-based airline will also feature on the tour’s official website ATPWorldTour.com, which has over 325 million visits a year.
“It says a lot about where we are as a sport that an industry leader in Emirates, such a highly regarded and well established player in the sports marketing world, has chosen to further increase its presence and association with the ATP World Tour,” said Chris Kermode, ATP executive chairman and president.
“The partnership provides a long term commitment and a true vote of confidence for the future health of our sport. We look forward to continuing and developing the successful partnership we have built over the years.”
Boutros Boutros, Emirates divisional senior vice president corporate communications, marketing and brand, said the airline is pleased to enhance its partnership with the ATP World Tour.
“For Emirates, the global reach offered by sponsoring the ATP World Tour affords us the opportunity to connect and engage with millions of tennis fans around the globe. Emirates offers direct flights to nearly 90 percent of the 32 countries visited by the ATP World Tour making this partnership particularly relevant for our customers. Tennis truly is an international sport and it is our own appreciation of this sport that has been the catalyst behind our growing tennis sponsorship portfolio,” he said.
Emirates has been a platinum partner of the ATP World Tour since 2013, as well as title sponsor of the Emirates ATP Rankings.