ATP And Emirates Expand Partnership
The ATP and Emirates have announced a new partnership, that will see the airline become premier partner of the ATP World Tour from 2016.
Emirates will replace beer brand Corona as the lead sponsor and remain official airline partner of the tour.
The five year agreement is the biggest sponsorship deal in the history of the ATP and Emirates will have marketing rights via the Tour’s net branding at about 60 tournaments worldwide. The airline’s branding will also adorn the ATPWorldTour.com official website, which attracts over 325 million visitors per year.
The value of the deal was not disclosed, but reports suggest it could be worth about $50m.
Chris Kermode, ATP executive chairman & president said: “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. 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.”
“Emirates is pleased to enhance its partnership with the ATP World Tour,” said Boutros Boutros, Emirates divisional senior vice president corporate communications, marketing and brand. “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.”
