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Tennis: Australian Open, Emirates serve up “multi-year deal”

Australian Open ambassador Todd Woodbridge with Emirates stewardesses following the announcement of the multi-year deal between the Australian Open and Emirates Airline. Photos: SDP Media.

Australian Open ambassador Todd Woodbridge with Emirates stewardesses following the announcement of the multi-year deal between the Australian Open and Emirates Airline. Photos: SDP Media.

October 27, 2014: The Australian Open and Emirates Airline have signed a “multi-year deal” that unites the two global brands for the first time, Tennis Australia announced on Monday.


Craig Tiley, CEO of Tennis Australia, which organises the year’s first Grand Slam, described the global airline as ‘a perfect fit’ for Australia’s largest annual sporting event.


“We are delighted to join forces with Emirates and welcome the airline to the Australian Open family. Emirates is a prestigious international brand that closely aligns with our values and links perfectly with our ambition to extend our global reach,” Tiley said.


“Each year we pride ourselves on presenting a world-class sporting event at Melbourne Park and sharing that experience with millions of tennis fans worldwide. Emirates is another world-class brand that strives to bring people together all over the world, every day. We look forward to commencing our relationship and we’re excited to grow the partnership into the future.”


The agreement also includes sponsorship of the elite Australian Open Series, the official lead-in to the year’s Grand Slam, which in 2015 will be held from January 19- February 1.


The series will be rebranded the Emirates Australian Open Series, with the airline to partner all five marquee events held ahead of the Australian Open: Hopman Cup (Perth), Brisbane International, Apia International Sydney, Hobart International and the World Tennis Challenge (Adelaide).


“Our new Emirates Australian Open Series partnership reflects the prestigious reputation of these events, which draw the world’s top players to our shores each summer,” Tiley said.


“This coming season alone we’ll see Roger Federer and Maria Sharapova compete in Brisbane and Andy Murray, Serena Williams and Perth’s own Casey Dellacqua at Hopman Cup. Nick Kyrgios is playing Hopman as well as joining Samantha Stosur in Sydney, while Marin Cilic and John McEnroe are just two of the big names competing at the WTC in Adelaide.”


Sir Tim Clark, President of Emirates Airline, said the new deal reflected the airline’s commitment to tennis and its strategic ambition to promote Australia as a travel destination.


“The Australian Open is a first-class sporting event drawing a truly global audience to Melbourne Park, while millions more watch the action on screen. Our commitment to the Australian Open and the Emirates Australian Open Series is a natural extension of our existing tennis sponsorship portfolio around the globe, which now includes three of the four Grand Slams,” Clark said.


“Partnering with the Australian Open demonstrates our ongoing commitment to Australians. Sharing and supporting our customers’ passions is key to our sponsorship activity and we plan to utilise this partnership to enhance the fan experience and create an even stronger connection with our customers in Australia.”


Emirates’ tennis portfolio also includes Roland Garros and the US Open, the US Open Series, the Dubai Tennis Championships (UAE), BNP Paribas Open (USA), Barcelona Open (SPA), Internazionali BNL d’Italia (ITA) and Rogers Cup (CAN). Emirates is the official airline of the ATP World Tour and naming-rights sponsor of the ATP rankings, and now the official airline partner of the Australian Open and Emirates Australian Open Series.


In Australia, Emirates’ diverse sponsorship portfolio includes the Emirates Melbourne Cup, Emirates Australian Open golf tournament, PGA Championship, Perth International, ICC Cricket World Cup, Collingwood Football Club, the Adelaide Festival and the Sydney and Melbourne Symphony Orchestras.


Emirates operates 84 flights a week from Australia to Dubai, including four flights per day onboard the flagship A380 aircraft from Sydney, Melbourne and Brisbane. The expansive global route network offers Australians connections to more than 140 destinations in more than 80 countries worldwide.


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Source: Tennis Australia (; Editing by SportAsia

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