The Dubai-based airline group has further enhanced its huge investment in sport by agreeing 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 US Open Series, whose 10 events combine to form the summer hardcourt professional tennis season and lead into New York’s grand slam.
The seven-year partnership will 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 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,” said Sir Maurice Flanagan, executive vice-chairman of Emirates Airline & Group. “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.”
Lew Sherr, chief revenue officer of the USTA, added: “This partnership truly is a combination of prestigious global brands, and we’re thrilled to welcome Emirates Airline as a USTA Corporate Champion. 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.”