The UK’s iconic Wimbledon tennis tournament has named the United Arab Emirates (UAE) flagship airline, Emirates, as a new official partner.
Emirates branding on Centre Court
The multi-year deal will mean Wimbledon’s hallowed lawns on Centre Court and Number 1 court will feature Emirates branding, and the tournament in turn will be promoted on Emirates platforms including digital and social media marketing. The partnership will even extend to the metaverse, with Emirates’ branded tennis courts and obstacle courses to appear in “Wimbleworld” on Roblox.
The move seals Emirates’ strong association with tennis, with the airline now partnering all four so-called “Grand Slam tournaments”, having sponsored the US Open since 2012, France’s Roland-Garros since 2013, and the Australian Open since 2015. It is entering its 11th year as official airline of the ATP Tour and also sponsors several high-profile events on the WTA Tour.
“Exciting partnership”
Deborah Jevans, who chairs the All England Lawn Tennis Club (AELTC) which hosts the Wimbledon championship said the club is “delighted to welcome Emirates to [its] family of official partners”. She added that “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.”
The club also said it has “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.”
“Force for Good”
Meanwhile, Emirates boss Sir Tim Clark said: “From hard court to grass court, we’re proud to be growing our presence in the world of tennis. Wimbledon is a major sporting event viewed by millions around the world and we’re delighted to be associated with such a well-respected brand.”
The 2024 Wimbledon Championship is set to take place from 1st to 14th July. “We look forward to serving up world-class action this summer and celebrating the very best of tennis with fans from all over the world,” Clark added.
Beyond the tennis, the partnership will also create a multi-million pound fund branded as “Force for Good”, which will support and promote local community projects in the UK aimed at benefitting society. Further details of the fund will be announced later in 2024.
