Emirates utilises sport to break in to US market with landmark tennis deal

In partnership with the United States Tennis Association (USTA), Emirates has announced a global, integrated sponsorship of the US Open and US Open Series.

As part of the agreement, Emirates becomes the “Official Airline of the US Open” and the title sponsor of the “Emirates Airline US Open Series,” whose 10 events combine to form the summer hardcourt professional tennis season and lead into the US Open.

In a statement the airloine said that the seven-year partnership will strengthen its connection with US consumers through a long-term investment in US sport. "

The sponsorship rights include integrated consumer experiential elements and substantial digital media assets and opportunities. Emirates will have a significant on-court presence and also receive global promotional rights. In 2011, the US Open Series collectively reached a US viewing audience of 39 million and drew more than 800,000 fans.
“Our new partnership with the USTA and sponsorship of the prestigious US Open represents a further strengthening of Emirates’ presence within the United States,” said Sir Maurice Flanagan, Executive Vice-Chairman of Emirates Airline & Group. “With the launch of Seattle, our sixth US gateway on March 1, Emirates will soon offer 59 flights a week to North America, connecting more US consumers than ever to our vast global network spanning six continents.”

“Our continued expansion across the country and the advent of a new brand era for Emirates makes this the perfect time to embark on our first major, national sponsorship in the United States,” continued Sir Maurice. “Through this partnership, we hope to create a deeper connection with our customers through sharing in and supporting their passions. Emirates is a strong champion of North American sports and this sponsorship will enable us to enhance the fan experience at these tournaments while building a lasting relationship with tennis in the US”. 

“This partnership truly is a combination of prestigious global brands and we’re thrilled to welcome Emirates Airline as a USTA Corporate Champion,” said Lew Sherr, Chief Revenue Officer, USTA. “While we look forward to supporting Emirates’ efforts to build awareness in the US, we’re also excited to leverage their global network and promote our events to an equally sophisticated, global clientele.”

Through the sponsorship, Emirates will enhance attendees’ experiences and engage with viewers through mainstream and digital platforms and an on-site presence during all US Open and Emirates Airline US Open Series events. During the 2012 US Open in New York (August 27 – September 9), Emirates will create an integrated fan experience – both on and off the court – demonstrating the airline’s award-winning, world-class service, as well as opening doors to Emirates’ network of destinations across six continents.

As presenting sponsor of the US Open Club, Emirates will enhance the on-site upscale dining venue and provide interactive elements to elevate attendees’ overall involvement at the event. Leading up to the US Open, travelers on Emirates will enjoy inflight content featuring classic US Open matches and recap programs. Emirates Skywards members will also enjoy onsite promotional experiences.

Emirates will be integrated into all Emirates Airline US Open Series broadcasts across CBS Sports, ESPN2 and Tennis Channel through on-air billboards, interstitials and in-broadcast features. When combined, the 2011 US Open and US Open Series drew more than 1.5 million fans and provided more than $40 million in prize money to men’s and women’s professional tennis players.

“This sponsorship provides Emirates with a unique opportunity to engage with local communities across the United States through the USTA’s community initiatives,” added Sir Maurice. “By building bridges with local communities through sport, Emirates hopes to unite fans, engage in meaningful conversations and bring global cultures together.” 

The 2012 Emirates Airline US Open Series includes : 

(i) Bank Of The West Classic in Stanford, California (Women’s)
Date: July 9 – 15 

(ii) Atlanta Tennis Championships (Men’s)
Date: July 16 – 22 

(iii) Farmers Classic in Los Angeles, California (Men’s
Date: July 23 – 29 

(iv) Mercury Insurance Open in Carlsbad, California (Women’s)
Date: July 16 – 22 

(v) Legg Mason Tennis Classic in Washington, District of Columbia (Men’s)
Date: July 30 – August 5

vi) Rogers Cup in Toronto and Montreal, Canada (Men’s & Women’s)
Date: August 6 – 13 

vii) Western & Southern Open in Cincinnati, Ohio (Men’s & Women’s)
Date: August 12 – 19

viii) Winston-Salem Open, North Carolina (Men’s)
Date: August 19 – 25 

(ix) New Haven Open at Yale (Women’s)
Date: August 17 – 25


Emirates has been committed to sports and cultural sponsorships across the world for over twenty years. As an official FIFA Partner, Emirates holds the rights to the 2014 FIFA World Cup in Brazil, and the partnership includes the FIFA Women’s World Cup, the FIFA U20 and U17 World Cup, and the FIFA Confederations Cup. Emirates is currently the official airline of fifteen golf tournaments around the world, including The Ryder Cup, and is also an Official Partner of the International Cricket Council (ICC), with rights to all ICC major tournaments including the 2015 ICC Cricket World Cup. In 2008, Emirates became the first Worldwide Partner and official airline of the 2011 Rugby World Cup, which took place in New Zealand. In the United States, Emirates is a proud sponsor of the Americas Cup, BNP Paribas Open, San Francisco Symphony and the YouTube ‘Your Film Festival’.