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

Skift Take

After spending heavily on buying stadium and team naming and sponsorship rights in European football world, now Emirates is making push into U.S., first through tennis.

— Rafat Ali

Emirates Stadium

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.

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