Female tennis star Aryna Sabalenka has been named as the first-ever tennis ambassador for Emirates Airlines.
The Dubai-based carrier is a prominent sports sponsor, but this represents the first time it has entered into a sponsorship agreement with an individual tennis player.
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The partnership was unveiled in Melbourne, where the world number one is currently competing at the Australian Open.
The partnership with the Belarusian builds on Emirates’ longstanding role as the official airline of all four grand slams worldwide.
Sabalenka already has ties to Dubai, which has served as a hub for her training and preparation over the years.
The 27-year-old, who nearly doubled her off-court endorsement earnings last year to around $15 million, said in a statement that the deal “highlights what we, as women in sport, can achieve on the world stage.”
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By GlobalDataSabalenka’s endorsement portfolio also includes major brands such as Nike (apparel/shoes), Wilson (Rackets), Audemars Piguet (luxury watches), Whoop (fitness tech), Dobel (tequila), Oakberry (health food), IM8 (supplements), and Electrolit (hydration drinks), with recent partnerships expanding into other sectors as she grows her global profile.
Her growing list of sponsors and commercial appeal reflects her rise as a top tennis star, with recent deals significantly boosting her endorsement earnings.
The four-time grand slam champion claimed her second US Open in September last year and is the favourite to win the Australian Open, having previously won the tournament in 2023 and 2024.
Sabalenka's announcement with Emirates is the latest in a trio of recent brand partnerships between grand slam winners and airlines. In late 2024, Novak Djokovic signed on as an ambassador for Qatar Airways, while Coco Gauff has been traveling exclusively on flyExclusive’s owned and operated private jet fleet since signing a deal last September.
Outside of tennis, Emirates has commercial deals with multiple sports properties, including the NBA (basketball), ICC (cricket), the DP World Tour (golf), SailGP (sailing), and the FA Cup (soccer).
The airline is also the shirt sponsor of several major European soccer clubs, such as Real Madrid, Arsenal, AC Milan, Benfica, and Lyon, while it also has a significant partnership with Bayern Munich.
