Emirates is replacing Corona as the ATP’s lead sponsor effective at the start of 2016, according to numerous tennis sources, with a deal believed to be worth at least $10 million annually for at least three years.
The deal will place the airline’s logo on most if not all ATP tournament nets. It’s also the latest agreement for the Dubai-based company across a wide array of sports, ranging from European soccer to sailing.
“We are replacing Corona, which comes up at the end of the year,” said Chris Kermode, ATP president and executive chairman. “That is a big one; we are making headway.”
Notable Emirates sports sponsorships
■ U.S. Open Series (title sponsor)
■ Emirates Stadium (naming rights)
■ Team New Zealand (America’s Cup)
■ Formula One
■ Australian Open
■ French Open
■ U.S. Open
Source: Resource Guide Live
Kermode declined to name the replacement, but several tennis sources identified the company as Emirates, now the ATP’s airline sponsor. Emirates did not reply for comment. CAA Sports, which represents Emirates, also declined to comment. Said Greg Luckman, global head of CAA Sports Consulting, via email: “I am sorry I can’t provide comment at this point.”
Emirates is already a big player in tennis sponsorship. In addition to its ATP deal, it titles the U.S. Open Series (since 2012) and is a sponsor of the Australian, French and U.S. opens.
Corona assumed the ATP’s lead sponsorship in 2010 and was considered a somewhat unlikely pairing. First, because of a Corona distribution deal in the United States, the ATP had to sell a separate sponsorship for the nets at those events. But more to the point, the relatively down-market Corona seemed a strange match for the ATP and its largely high-end fan base.
“Corona was a little odd,” said Bob Basche, the veteran sports marketing executive who is founding partner of Connect Sports and Entertainment.
By contrast, Emirates is a high-end airline whose network of flights between Europe, Asia and North America is likely to appeal to the wealthy set that attends and watches tennis matches, Basche said.
In addition, the Emirates deal is global, meaning its logo will appear on most if not all ATP tournament nets. In global tennis deals, if an individual event has a conflict with a rival, tour-level sponsor, then historically an exception is made for that tournament’s nets. It’s unclear how many, if any, of the ATP’s 62 events would have a conflict with Emirates. However, the Miami Open, which hosts a combined ATP/WTA event, has a deal with Latam Airlines. Its organizers could not immediately be reached for comment.
