SBD/February 16, 2012/Marketing and Sponsorship

Emirates Airlines To Title USTA Summer Series In Deal Valued At More Than $90M

Emirates Airlines today announced a deal with the USTA to become the title sponsor of the U.S. Open Series and the official airline of the U.S. Open as part of a seven-year deal. The U.S. Open Series includes 10 events during the summer and leads into the U.S. Open (USTA). The WALL STREET JOURNAL's Matthew Futterman reports the deal is worth more than $90M. The events “will become the Emirates Airline U.S. Open Series," effective immediately. Japan-based electronics company Olympus previous held the title sponsorship. In addition to the official airline designation, Emirates “has committed to spending $2.5 million on promotion and hospitality annually" at the U.S. Open. The deal gives the United Arab Emirates a "high-profile foothold in U.S. sports" and is “part of the airline's latest step in sports marketing world-wide.” USTA Managing Dir of Corporate Partnerships Lew Sherr said that “he and his colleagues ‘did our due diligence’ before deciding to use the name of a Mideast oil state for the USTA's marquee event, risking that some Americans won't distinguish between friendly and hostile Arab countries” (WALL STREET JOURNAL, 2/16).
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