Tennis Australia agrees multi-year sponsorship with Emirates

Tennis Australia and Emirates Airline have announced a new ‘Grand Slam’ partnership that will see Australia’s major summer tennis events rebranded as 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).

Announcing the multi-year deal, Tennis Australia Chief Executive Craig Tiley described the global airline as “a perfect fit” for Australia’s largest annual sporting event, stating “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.

“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.”

The agreement also includes sponsorship of the elite Australian Open Series, the official lead-in to the first Grand Slam of the year.

Emirates has also been named official airline partner of the Australian Open.

Emirates’ tennis portfolio includes some of the highest profile events on the tennis calendar, including the Grand Slams Roland Garros and the US Open, the Emirates Airline US Open Series, the Dubai Tennis Championships (UAE), BNP Paribas Open (USA), the Barcelona Open, Internazionali BNL d'Italia and the Rogers Cup in Canada.

It is also the official airline of the ATP World Tour and naming rights sponsor of the ATP rankings.

The sponsorship is seen as being particularly important to Perth's Hopman Cup, firming up the future of the unique mixed teams event which has been seeking a naming rights sponsor since Hyundai ended its 26-year partnership with the event earlier this year.

Western Australian Government agency Eventscorp currently has a three-year contract to continue the event at Perth Arena, with the option for two further years.

Organisers of the Hopman Cup are currently seeking a new naming rights sponsor for the event.

The Hopman Cup will be held between 4th and 10th January 2015.

The Australian Open 2015 will take place at Melbourne Park from 19th January to 1st February. 

Image shows Emirates cabin crew and Australian tennis legend Todd Woodbridge at Melbourne Airport to launch the Emirates partnership with the Australian Open and the Emirates Australian Open Series.

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