Emirates secures deal with Wimbledon to complete set of Grand Slam sponsorships

Wimbledon, the iconic prestigious Grand Slam tennis tournament, has sealed a multi-year partnership with Emirates – giving the airline a partnership now with all four majors.

Under the terms of the contract, Emirates has been designated as Wimbledon’s official airline partner, securing prominent on-court branding in the revered Centre Court and No.1 Court.

Additionally, the UAE flag carrier will engage in on-site activations, wield marketing, digital and social media rights, and showcase its brand presence within the innovative metaverse platform Roblox through the exclusive ‘Wimbleworld’, featuring Emirates-branded tennis courts and obstacle courses.

This collaboration transcends traditional sponsorship, as Emirates pledges to establish a multi-million pound ‘Force for Good’ fund aimed at championing initiatives that foster positive societal impact and support local communities across the UK.

Courtesy of this latest agreement, Emirates has sponsored the US Open, Roland-Garros, the Australian Open and now Wimbledon. Emirates boasts a longstanding affiliation with the ATP Tour since 2013 and has served as a premier partner since 2016, alongside sponsoring events within the WTA Tour.

It’s a “Grand Slam,” as we become the Official Airline Partner of the oldest tennis tournament in the world – @Wimbledon! 🎾 https://t.co/U7FtZv225P pic.twitter.com/CHd9DAXkpT

— Emirates (@emirates) February 22, 2024

Emirates’ expansive sponsorship portfolio spans various sports, including golf, horse racing and sailing. The airline solidified its commitment to the UK sports landscape by extending its front-of-shirt agreement with English soccer powerhouse Arsenal in a deal running until at least 2028, reportedly valued at £50 million annually.

“We are delighted to welcome Emirates to our family of official partners at Wimbledon,” stated Deborah Jevans CBE, Chair of the All England Lawn Tennis Club (AELTC).

“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.

“We have 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.”

Despite recent setbacks in expansion plans for Wimbledon, the AELTC remains optimistic about the future, hoping for approval from the Mayor of London’s office to proceed with their visionary initiatives.