EMIRATES HAS bolstered its sponsorship portfolio by signing on as the official airline of the US Open tennis tournament for the next seven years.
In partnership with the US Tennis Association (USTA), Emirates will also become the title sponsor of the US Open series – the ten tournaments which comprise the North American summer hardcourt season, culminating with the US Open.
According to the Wall Street Journal, the deal will take effect immediately and carries a value of over $90m, making it one of the Middle-Eastern airline’s largest sponsorship commitments.
Frontloaded research ranks the agreement with the USTA third on Emirates’ list of most valuable investments, placing it behind the brand’s deals as a global partner of FIFA ($195m) and the principal sponsor of Arsenal Football Club ($157m) respectively.
Despite other high-profile sponsorship agreements with properties such AC Milan, Real Madrid, Rugby World Cup and ICC Cricket World Cup, Emirates’ exposure in the North American market is limited.
The brand’s US endeavours consist of a five-year shirt sponsorship deal with USA Rugby (2009-14) and a multi-year agreement with horse racing’s Breeders Cup. A long-term deal with the biggest tennis tournament in America will significantly improve Emirates’ visibility in the region and further enhance its quest for “global reach.”
As per other major sponsorship deals for the airline, Emirates’ senior vice president for communications Boutros Boutros handled negotiations on the brand side.
By Luke Harman
luke.harman@sportbusiness.com