Emirates Airline, USTA unveil landmark partnership for US Open, US Open Series

February 16, 2012 08:06 AM
In partnership with the United States Tennis Association (USTA), Emirates Airline announced a global, integrated sponsorship of the US Open and US Open Series. As part of the agreement, Emirates becomes the "Official Airline of the US Open" and the title sponsor of the "Emirates Airline US Open Series," whose 10 events combine to form the summer hardcourt professional tennis season and lead into the US Open.
 
The seven-year partnership will enable the airline to strengthen its connection with U.S. consumers through a long-term investment in U.S. sport. The sponsorship rights include integrated consumer experiential elements and substantial digital media assets and opportunities. Emirates will have a significant on-court presence and also receive global promotional rights. In 2011, the US Open Series collectively reached a U.S. viewing audience of 39 million and drew more than 800,000 fans.

"Our new partnership with the USTA and sponsorship of the prestigious US Open represents a further strengthening of Emirates’ presence within the United States," said Sir Maurice Flanagan, Executive Vice-Chairman of Emirates Airline & Group. "With the launch of Seattle, our sixth U.S. gateway on March 1, Emirates will soon offer 59 flights a week to North America, connecting more U.S. consumers than ever to our vast global network spanning six continents."

"Our continued expansion across the country and the advent of a new brand era for Emirates makes this the perfect time to embark on our first major, national sponsorship in the United States," continued Sir Maurice. "Through this partnership, we hope to create a deeper connection with our customers through sharing in and supporting their passions. Emirates is a strong champion of North American sports, and this sponsorship will enable us to enhance the fan experience at these tournaments while building a lasting relationship with tennis in the U.S." 

"This partnership truly is a combination of prestigious global brands, and we’re thrilled to welcome Emirates Airline as a USTA Corporate Champion," said Lew Sherr, Chief Revenue Officer, USTA. "While we look forward to supporting Emirates’ efforts to build awareness in the U.S., we’re also excited to leverage their global network and promote our events to an equally sophisticated, global clientele."

Through the sponsorship, Emirates will enhance attendees’ experiences and engage with viewers through mainstream and digital platforms and an on-site presence during all US Open and Emirates Airline US Open Series events. During the 2012 US Open in New York (Aug. 27-Sept. 9), Emirates will create an integrated fan experience – both on and off the court – demonstrating the airline’s award-winning, world-class service, as well as opening doors to Emirates’ network of destinations across six continents.

As presenting sponsor of the US Open Club, Emirates will enhance the on-site upscale dining venue and provide interactive elements to elevate attendees’ overall involvement at the event. Travelers on Emirates will enjoy in-flight content featuring classic US Open matches and recap programs. Emirates Skywards members will also enjoy onsite promotional experiences.

Emirates will be integrated into all Emirates Airline US Open Series broadcasts across CBS Sports, ESPN2 and Tennis Channel through on-air billboards, interstitials and in-broadcast features. When combined, the 2011 US Open and US Open Series drew more than 1.5 million fans and provided more than $40 million in prize money to men’s and women’s professional tennis players.

"This sponsorship provides Emirates with a unique opportunity to engage with local communities across the United States through the USTA’s community initiatives," added Sir Maurice. "By building bridges with local communities through sport, Emirates hopes to unite fans, engage in meaningful conversations and bring global cultures together."

The 2012 Emirates Airline US Open Series includes:

(i)    Bank Of The West Classic, Stanford, Calif. (Women’s)
Date: July 9-15

(ii)    Atlanta Tennis Championships, Atlanta (Men’s)
Date: July 16-22

(iii)    Mercury Insurance Open, Carlsbad, Calif. (Women’s)
Date: July 16-22

(iv)    Farmers Classic, Los Angeles (Men’s)
Date: July 23-29

(v)    Legg Mason Tennis Classic, Washington, D.C. (Men’s)
Date: July 30-Aug. 5

(vi)    Rogers Cup, Toronto and Montreal, Canada (Men’s & Women’s)
Date: Aug. 6-13

(vii)    Western & Southern Open, Cincinnati (Men’s & Women’s)
Date: Aug. 12-19

(viii)    Winston-Salem Open, Winston-Salem, N.C. (Men’s)
Date: Aug. 19-25

(ix)    New Haven Open at Yale, New Haven, Conn. (Women’s)
Date: Aug. 19-25
 
Operations on Emirates from New York, Dallas, Houston, Los Angeles and San Francisco connect America to the world through the airline's route network, with extensive connections from Dubai to the Far East, Australia and Africa. The airline will add a sixth U.S. gateway when it begins operating out of Seattle-Tacoma International (SEA) Airport on March 1, 2012.

Emirates has been committed to sports and cultural sponsorships across the world for over 20 years. As an official FIFA Partner, Emirates holds the rights to the 2014 FIFA World Cup in Brazil, and the partnership includes the FIFA Women’s World Cup, the FIFA U20 and U17 World Cup, and the FIFA Confederations Cup. Emirates is currently the official airline of 15 golf tournaments around the world, including The Ryder Cup, and is also an Official Partner of the International Cricket Council (ICC), with rights to all ICC major tournaments, including the 2015 ICC Cricket World Cup. In 2008, Emirates became the first Worldwide Partner and official airline of the 2011 Rugby World Cup, which took place in New Zealand. In the United States, Emirates is a proud sponsor of the Americas Cup, BNP Paribas Open, San Francisco Symphony and the YouTube ‘Your Film Festival.’

Emirates currently serves 121 cities around the globe with a young and technologically advanced fleet of 169 wide-bodied aircraft that are equipped with industry-leading comforts in the air. Additionally, Emirates has 236 wide-bodied aircraft on order, worth more than US$84 billion, and is the leading customer of the Airbus A380, with 20 in its fleet and 70 on order.

Renowned for its excellence in service and innovation, both on board and on the ground, Emirates holds an impressive array of prestigious awards, most recently including Air Transport World’s 2011 "Airline of the Year" award and Frommer’s selection of the Emirates Lounge at New York’s John F. Kennedy International Airport as one of the 2011 "Top Airport Lounges in North America."

Emirates was also awarded the "World's Best Airline In-flight Entertainment" for the seventh year at the 2011 Skytrax World Airline Awards. Additionally, Fast Company magazine ranked Emirates on "The Fast Company 50" list in 2009 as one of the "World’s Most Innovative Companies."

For more information, please visit www.emirates.com/us.
 
The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level -- from local communities to the highest level of the professional game. A not-for-profit organization with more than 750,000 members, it invests 100% of its proceeds in growing the game. It owns and operates the US Open, the highest attended annual sporting event in the world, and launched the Emirates Airline US Open Series linking 10 summer tournaments to the US Open. In addition, it owns the 90-plus Pro Circuit events throughout the U.S, and selects the teams for the Davis Cup, Fed Cup, Olympic and Paralympic Games. The USTA philanthropic entity, USTA Serves, provides grants and scholarships and helps underserved youth and people with disabilities. For more information on the USTA, log on to usta.com, "like" the official Facebook page facebook.com/usta or follow @usta on Twitter.
 

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