Tennis: ATP reaches new heights with Emirates, signs up Le Sports
- Updated: November 23, 2015
November 23, 2015: Emirates airline will become the Premier Partner of the ATP World Tour from 2016 as part of a new five-year agreement that represents the ATP’s biggest-ever sponsorship deal.
The ATP announced on Sunday that Emirates will replace Corona as the Tour’s Premier Partner following the expiration of the agreement with the Mexican beer brand at the end of this year.
In 2016, the ATP World Tour will travel across 62 tournaments in 31 countries in six continents in 2016. Emirates has been a Platinum partner of the ATP World Tour since 2013 and title sponsor of the ATP Rankings.
Chris Kermode, Executive Chairman & President of ATP, said: “It says a lot about where we are as a sport that an industry leader in Emirates, such a highly regarded and well established player in the sports marketing world, has chosen to further increase its presence and association with the ATP World Tour.
“The partnership provides a long-term commitment and a true vote of confidence for the future health of our sport. We look forward to continuing and developing the successful partnership we have built over the years.”
As Premier Partner and Official Airline of the ATP World Tour, Emirates will benefit from global marketing rights, delivering a consistent presence via the Tour’s iconic net branding at approximately 60 tournaments worldwide to reach a cumulative broadcast audience in excess of 800 million.
The partnership also provides a platform across the tournaments to experience Emirates’ hospitality and will feature extensive activation through the Tour’s website, ATPWorldTour.com, the world’s top tennis portal, with over 325 million visits in 2014.
Boutros Boutros, Emirates Divisional Senior Vice President Corporate Communications, Marketing and Brand, said: “Emirates is pleased to enhance its partnership with the ATP World Tour. For Emirates, the global reach offered by sponsoring the ATP World Tour affords us the opportunity to connect and engage with millions of tennis fans around the globe.
“Emirates offers direct flights to nearly 90 per cent of the 32 countries visited by the ATP World Tour, making this partnership particularly relevant for our customers. Tennis truly is an international sport and it is our own appreciation of this sport that has been the catalyst behind our growing tennis sponsorship portfolio.”
On Saturday, the ATP announced that Le Sports, China’s revolutionary digital sports broadcasting company, would become Official Online Video Partner and Platinum Partner of the ATP World Tour, as well as the season-ending Barclays ATP World Tour Finals, for five years from 2016.
In addition, through ATP Media, the ATP’s broadcast arm, Le Sports has acquired the exclusive digital media rights to the ATP World Tour Masters 1000s and 500 tournaments in China over the same period.
Le Sports will bring live action of more than 20 of the ATP’s biggest tournaments, as well as the ATP’s weekly magazine TV show, ATP World Tour Uncovered, offering fans behind-the-scenes access of the ATP World Tour to a rapidly growing audience on its digital platforms.
Lei Zhenjian, CEO of Le Sports, said: “As the world’s premier tennis organisation, ATP World Tour and its events are extremely popular in China. Connectivity is the key function of the Internet, so we hope our cooperation can help more people connect with sports, and generate more exchange between China and the world’s sports industry.
“We hope that with Le Sports’ unique internet eco-system and by joining forces with ATP World Tour, we can help further promote the sport of tennis in China, provide enhanced watching experience to Chinese fans, and encourage more people to play and enjoy this amazing sport.”
Mark Webster, CEO of ATP Media, said: “We are delighted that Le Sports has acquired the digital rights in China to the ATP World Tour Masters 1000 and 500 events along with our season finale, the Barclays ATP World Tour Finals. We have no doubt Le Sports will provide the passion and superb production values required to showcase the finest male tennis players competing in the world’s most exciting venues.”
As part of the partnership, Le Sports will receive on-court branding at the Barclays ATP World Tour Finals and will also become the presenting sponsor of the video section on the Tour’s flagship website, ATPWorldTour.com.
Le Sports has recently acquired a number of media rights deals in 2015, including the rights to Wimbledon from 2016-2018 and exclusive rights to English soccer’s Premier League in Hong Kong from 2016-2019.
Source: ATP (www.atpworldtour.com); Editing by SportAsia