Report: Emirates to replace Corona as ATP’s main sponsor

Three-year deal reputedly worth US$10 million annually.

Report: Emirates to replace Corona as ATP’s main sponsor

Emirates Airline is reportedly set to replace Corona as the lead sponsor of the ATP World Tour.

The Dubai-based carrier has agreed a three-year deal with the leading men’s tennis circuit worth US$10 million annually, according to SportsBusiness Daily’s Daniel Kaplan, who cites ‘numerous tennis sources’.

The ATP is believed to be in advanced discussions with a new partner to replace Corona, whose deal to serve as the tour’s top-tier premier partner expires at the end of this year.

A spokesperson for the ATP has confirmed to SportsPro that talks are ongoing but would not reveal the identity of Corona’s replacement.

A new deal with Emirates, already the ATP’s airline partner, could see the carrier’s logo replace that of Corona on the nets of most, if not all of the ATP’s 62 sanctioned tournaments worldwide. It is unclear whether Emirates would have branding at tournaments that already have their own airline sponsors.

Corona’s logo is currently not displayed at events in markets where alcohol sponsorship is illegal, such as France, or in the US where the company is tied by an existing distribution deal.

As well as its current agreement with the ATP, Emirates’ tennis sponsorships include the Australian, French and US Opens, and title rights to the US Open Series.