From the USTA – The USTA announced on Thursday a partnership with Emirates Airline to sponsors of the US Open and US Open Series. As part of the agreement, Emirates becomes the â€œOfficial Airline of the US Openâ€ and the title sponsor of the â€œEmirates Airline US Open Series,â€ whose 10 events combine to form the summer hardcourt professional tennis season and lead into the US Open.
The seven-year partnership includes 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.
â€œOur new partnership with the USTA and sponsorship of the prestigious US Open represents a further strengthening of Emiratesâ€™ presence within the United States,â€ said Sir Maurice Flanagan, Executive Vice-Chairman of Emirates Airline & Group. â€œWith 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.â€
â€œOur 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,â€ continued Sir Maurice. â€œThrough 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.â€
â€œThis partnership truly is a combination of prestigious global brands and weâ€™re thrilled to welcome Emirates Airline as a USTA Corporate Champion,â€ said Lew Sherr, Chief Revenue Officer, USTA. â€œWhile we look forward to supporting Emiratesâ€™ efforts to build awareness in the U.S., weâ€™re also excited to leverage their global network and promote our events to an equally sophisticated, global clientele.â€
Through the sponsorship, Emirates will enhance attendeesâ€™ 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 (August 27 â€“ September 9), Emirates will create an integrated fan experience â€“ both on and off the court â€“ demonstrating the airlineâ€™s award-winning, world-class service, as well as opening doors to Emiratesâ€™ network of destinations across six continents.
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 menâ€™s and womenâ€™s professional tennis players.
â€œThis sponsorship provides Emirates with a unique opportunity to engage with local communities across the United States through the USTAâ€™s community initiatives,â€ added Sir Maurice. â€œBy building bridges with local communities through sport, Emirates hopes to unite fans, engage in meaningful conversations and bring global cultures together.â€
The 2012 Emirates Airline US Open Series includes:
(i)Â Â Â Â Â Â Â Â Â Â Â Bank Of The West Classic, Stanford, California (Womenâ€™s)
Date: July 9 â€“ 15
(ii)Â Â Â Â Â Â Â Â Â Â Atlanta Tennis Championships, Atlanta, Georgia (Menâ€™s)
Date: July 16 â€“ 22
(iii)Â Â Â Â Â Â Â Â Â Mercury Insurance Open, Carlsbad, California (Womenâ€™s)
Date: July 16 â€“ 22
(iv)Â Â Â Â Â Â Â Â Â Farmers Classic, Los Angeles, California (Menâ€™s)
Date: July 23 â€“ 29
(v)Â Â Â Â Â Â Â Â Â Â Legg Mason Tennis Classic, Washington, D.C. (Menâ€™s)
Date: July 30 â€“ August 5
(vi)Â Â Â Â Â Â Â Â Â Rogers Cup, Toronto and Montreal, Canada (Menâ€™s & Womenâ€™s)
Date: August 6 â€“ 13
(vii)Â Â Â Â Â Â Â Â Western & Southern Open, Cincinnati, Ohio (Menâ€™s & Womenâ€™s)
Date: August 12 â€“ 19
(viii)Â Â Â Â Â Â Â Winston-Salem Open, Winston-Salem, North Carolina (Menâ€™s)
Date: August 19 â€“ 25
(ix)Â Â Â Â Â Â Â Â Â New Haven Open at Yale, New Haven, Connecticut (Womenâ€™s)
Date: August 19 â€“ 25