Text size:

  • Small
  • Normal
  • Large

Emirates Airline new sponsor of US Open tennis tournament

Nine other tournaments to also bear name in lead up to Flushing Meadows event.

Emirates Airline has signed on as the title sponsor of the US Open tennis tournament, the Wall Street Journal reported yesterday.

The seven-year deal is worth US$90 million (Dh330m) and includes the series of nine men's and women's tournaments leading up to the US Open, the newspaper said.

A spokesman for Emirates said the deal is part of the airline's involvement in sports marketing worldwide. The company has the naming rights to Arsenal's football stadium, a sponsorship deal with AC Milan and deals with 15 golf tournaments.

"We are in sports because they are watched globally and we can guarantee a global reach," Boutros Boutros, the airline's senior vice president for communications, told the Journal.

Lew Sherr, the chief revenue officer of the US Tennis Association (USTA), said the deal will increase global recognition for the Open and the tournaments that lead up to it.

"This is an alignment of two brands with similar interests," he told the Journal. "They are a prestigious airline, and we think of the US Open as one of the most prestigious tournaments in the world."

The series, which begins with Bank of the West Classic in Stanford, California on July 9-15, will be known as the Emirates Airline US Open Series.

The US Open, the fourth major on the annual world tennis calendar, will be held August 27 to September 29 at the Billie Jean King National Tennis Center in Flushing Meadows, New York.

Sherr told the newspaper that the USTA "did our due diligence" and was not concerned that some American fans might have a negative reaction to the country's premier tennis event being sponsored by a Middle East company.

"We have partnerships with brands from around the world," he said. "It validates the stature and international nature of the series."

Boutros, the Emirates spokesman, said the airline has not seen any negative impact from its sponsorships of other organisations, such as the San Francisco Symphony. "People who love sports understand your contribution and they love it," he told the Journal.

Emirates also will become the official airline of the US Open and has committed $2.5m in promotion and hospitality for the series. Emirates will replace Japan's Olympus Corp as the series' title sponsor.


Harry Redknapp's exclusive interview

Back to the top

More articles

Editor's Picks

 Al Ahli's Ismail Al Hammadi, left, battles for the ball during the Arabian Gulf Cup final between against Al Jazira at Hazza bin Zayed Stadium on April 19, 2014. Al Hammadi hit the game-winner in the 81st minute for Ahli. Al Ittihad

Al Ahli maintain course for domestic treble with victory over Al Jazira in Arabian Gulf Cup

Al Ahli maintained their hopes of a domestic treble with a superb comeback victory against Al Jazira in the Arabian Gulf Cup final on Saturday night.

 Alex Kacaniklic, left, of Fulham tackles Christian Eriksen of Tottenham Hotspur during their Premier League match at White Hart Lane on April 19, 2014, in London, England. Clive Rose / Getty Images

Tottenham keep pace in chase for European places with victory over Fulham

Swansea appear to be safe after rallying past Newcastle while Crystal Palace continue their winning streak

 On a track described as a ‘tyre-killer’ in Shanghai, Lewis Hamilton went untested on his way to a 34th pole – the most by a British driver – yesterday. Carlos Barria / Reuters

Hamilton has sympathy for fans hung out to dry with wet tyre rules

The Briton takes his career's 34th pole - the most by a British driver - but sympathises it was not ideal for the ticket-paying public.

 Yuzvendra Chahal, centre, and the Royal Challengers Bangalore teammates celebrate after the bowlers set up an easy win over Mumbai Indians. Pawan Singh / The National

Bowlers set up Bangalore as Patel stand tall over Mumbai

Mumbai bowlers gave early hope but Parthiv Patel and AB de Villiers' unbeaten stand of 99 ensures second defeat for the men in blue in Dubai.

 Roelof Kotzee is leading UAE to unchartered territory. Sarah Dea / The National

UAE step into the unknown ahead of Asian Five Nations

Performance manager Roelof Kotze will give 12 players their first experience of international rugby, but there is also minimal information on Singapore ahead of first Test in Dubai on Wednesday, reports Paul Radley.

 Novak Djokovic of Serbia winces in pain during his semi-final match against Roger Federer of Switzerland at the Monte Carlo Masters on April 19, 2014. Federer prevailed to set up an all-Swiss final with Stanislas Wawrinka. SEBASTIEN NOGIER / EPA

Ailing Djokovic will ‘just rest now’ while Nadal not pressing the panic button

Djokovic says only rest will help is injured right wrist after he falls to Roger Federer on Saturday, and Nadal suffers just his third career defeat in Monte Carlo when he slumped to a shock 7-6, 6-4 quarter-final loss to compatriot Ferrer on Friday.


To add your event to The National listings, click here

Get the most from The National