Emirates making big push into U.S. sports, after spending heavily in Europe

Emirates Stadium, home of Arsenal football club, in London. Photo by Jeremy Couture.

There’s a new big spender in the space, looking to “wow” sports fans and create new business. Those who visited the U.S. Open the past two weeks would have had a hard time not stopping to take a look at the Emirates Airline booths, encased in glass and filled with flight attendants.

In July, Emirates signed a huge deal with the United States Tennis Association…The reported value of the seven-year deal is $91 million…the company is doing more in the U.S. because as of this month, it now flies to Dubai or through Dubai from seven U.S. cities.