Wimbledon deal sees Emirates partner with all four tennis Grand Slams – SportsPro – SportsPro Media
The Wimbledon tennis Grand Slam has agreed a multi-year partnership with the Emirates airline.
Contract:
- Emirates named Wimbledon’s official airline partner
- United Arab Emirates (UAE) flag carrier bags on-court branding in Centre Court and No. 1 Court, on-site activations, and marketing, digital and social media rights
- Airline also handed opportunity to join ‘Wimbleworld’ on metaverse platform Roblox, which will feature Emirates-branded tennis courts and obstacle courses
- A multimillion-pound ‘Force for Good’ fund will be created to support and promote initiatives that positively impact society and support local communities in the UK
Context:
The pact with Wimbledon means Emirates is now a partner of all four tennis Grand Slam tournaments, having sponsored the US Open, Roland-Garros and the Australian Open since 2012, 2013 and 2015, respectively. It has also been the official airline of the ATP Tour since 2013 and a premier partner since 2016, in addition to sponsoring several high-profile events on the WTA Tour.
Beyond tennis, Emirates’ sponsorship portfolio includes golf, horse racing and sailing. In the UK, the airline extended its front-of-shirt agreement with English soccer giants Arsenal last August in a deal that will run until at least 2028 that is reportedly worth UK£50 million (US$63.4 million) annually.
Comment:
“We are delighted to welcome Emirates to our family of official partners at Wimbledon,” said Deborah Jevans CBE, chair of the All England Lawn Tennis Club (AELTC). “In partnering with Emirates, as official airline partner, Wimbledon is joining forces with a premium brand and one of the world’s leading sponsors of tennis, and sport more generally. As Emirates embarks on its fourth decade supporting tennis, this exciting partnership takes the organisation’s investment and connection to the sport to the next level.
“We have received record levels of interest from the UK and around the world in attending The Championships this year, and support from official partners like Emirates helps us maintain the event at the pinnacle of sport for both players and fans.”
Coming next:
Further details of the Force for Good fund will be announced later this year. The 2024 Championships takes place from 1st to 14th July. Expansion plans for Wimbledon were dealt a blow last November when Wandsworth councillors voted unanimously to reject the proposals. The application has been referred to the Mayor of London’s office and the AELTC is hopeful that it will still be given the green light.
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