Emirates Serves Up Tennis Program for Western Sydney Children

Emirates has launched its Force for Good program in Sydney through a partnership with the Australian Tennis Foundation (ATF), investing $2.25 million over five years to deliver tennis and wellbeing programs to disadvantaged communities across Australia.

The initiative, which aligns with Emirates’ broader Australian sponsorship portfolio, will fund grassroots participation opportunities in the five cities where the airline operates: Sydney, Melbourne, Brisbane, Adelaide and Perth.

The program is projected to engage nearly 3,000 children, providing around 10,000 playing opportunities across 11 community initiatives and more than 60 schools and clubs.

The Sydney launch took place on 18–19 September at Ken Rosewall Arena, with 500 students from seven Western Sydney schools participating in tennis clinics, mental fitness workshops, and team-building activities. Former Australian player and ATF ambassador Wally Masur joined qualified coaches in delivering sessions, while students were also given behind-the-scenes access to the venue.

The program’s design reflects a growing emphasis on holistic development in community sport, combining physical activity with mental health and social connection. Delivery partners included Tennis NSW, Youth of Tomorrow, and the LifeChanger Foundation.

For Emirates, the initiative builds on a sponsorship strategy that already includes a $230 million-plus investment in Australian sport, most prominently as a long-term partner of the Australian Open. The airline said the first year of the program will conclude with a showcase at the 2026 Australian Open, underscoring its integration with Tennis Australia’s broader participation pathway.

The partnership provides Tennis Australia with additional capacity to engage children from low socio-economic and multicultural backgrounds, which is an area of importance for sports bodies aiming to broaden participation and retention.

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