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ATP renews Emirates deal, Tennis Australia teams up with CUB brewery

Roger Federer of Switzerland plays a backhand in his singles match against Novak Djokovic (Photo by Julian Finney/Getty Images)

The Association of Tennis Professionals (ATP) has extended its sponsorship deal with Dubai-based airline Emirates.

The new five-year deal begins in 2021 and names Emirates as a premier partner and official airline of the men’s ATP Tour.

The deal will grant Emirates continued global marketing rights and exposure through on-court branding at 60 ATP tournaments around the world. Emirates first partnered with the ATP in 2013.

Emirates is the ATP Tour’s sole premier partner. FedEx, Infosys and Peugeot serve as platinum partners; Rolex is a gold partner; and Tecnifibre and Dunlop are silver partners.

In other news, Carlton & United Breweries (CUB) has signed a multi-year deal with Tennis Australia covering the Australian Open grand slam tournament and the new ATP Cup, which debuts in Perth in January.

Under the agreement, Stella Artois becomes the official beer of the Australian Open and ATP Cup, with Pure Blonde Organic Cider to serve as the tournaments’ official cider. The agreement covers pouring rights at restaurants, bars and food outlets across the two tournaments, as well as the Adelaide International, Brisbane International and Hobart International events and at the Melbourne & Olympic Park.