Emirates continues as ATP Tour partner

The ATP and Emirates have renewed their global partnership through 2030, maintaining the airline’s status as premier partner and official airline of the ATP Tour.

The partnership, which began in 2013, has become one of the longest-standing collaborations in professional tennis.

Under the extended agreement, Emirates will continue to benefit from prominent marketing rights and global brand visibility across nearly 60 ATP tournaments held annually on six continents.

The airline’s branding will remain visible on court, including its signature net signage, which has been a consistent part of the broadcast experience for tennis audiences worldwide.

From 2026, Emirates has planned to introduce additional branding through the ATP’s first-ever umpire sleeve patch sponsorship. This development has been described as aligning ‘with the airline’s broader strategy of integrating brand presence into sports officiating, following similar initiatives in basketball, cricket, rugby, and sailing.’

Emirates will also begin collaborating with players on digital promotions through a dedicated activation programme – integrating some of the sport’s biggest stars into its brand campaigns.

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.”

Boutros Boutros, Emirates Executive Vice President, Corporate Communications, Marketing and Brand, added, “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.”