DUBAI: Emirates and the ATP Tour have renewed their global partnership, with the airline continuing as the premier partner of the competition through 2030.

First joining forces in 2013, Emirates and the ATP have built one of the longest-standing and most recognizable partnerships in professional tennis.

Emirates will continue to showcase its premium hospitality at close to 60 ATP tournaments spanning six continents each season.

The airline’s signature net branding will remain a distinctive part of the viewing experience for millions of fans worldwide.

Emirates will also continue to receive prominent marketing rights and high-value brand visibility across the season, maintaining one of the broadest footprints in tennis.

From 2026, Emirates will further expand its brand presence by becoming the ATP’s first umpire sleeve-patch partner.

The initiative builds on Emirates’ association with sport officiating across its major sponsorships, including the NBA, International Cricket Council, World Rugby, European Rugby Champions Cup and SailGP.

Boutros Boutros, Emirates’ executive vice president, corporate communications, marketing and brand, said this was an opportunity for Emirates to connect with tennis fans worldwide and build a consistent, authentic brand association with the sport.

“Through exceptional hospitality and strategic on-ground activations at the world’s most prestigious tournaments, we’re strengthening engagement with our loyal customer base to remain top-of-mind.

“We’re committed to working closely with the ATP and leveraging this partnership further as we continue expanding Emirates’ global tennis footprint.”

Daniele Sano, ATP’s chief business officer, said: “Emirates has been a constant presence on the ATP Tour for over a decade, and this renewal is a big moment for both of us.

“It speaks to the strength of our relationship and everything we’ve built together. Right now, the Tour is in a really exciting place. We’re seeing record attendance, growing commercial interest, and real momentum across the board.

“We’re proud to keep building with a partner, and a truly premium brand, that shares our belief in the future of the sport.”

In addition to leveraging the ATP’s digital and social channels, Emirates will begin collaborating with players on digital promotions through a dedicated activation program.

The ATP Tour connects Emirates with more than 5 million fans on-site each season, underscoring the global reach of both tennis and the world’s largest international airline.

Beyond the ATP Tour, Emirates is a sponsor of all four Grand Slam tennis tournaments: the Australian Open, Roland-Garros, Wimbledon, and the US Open.

LONDON: British second seed Jack Draper survived a scare to reach the Queen’s Club quarterfinals with a gritty 3-6, 6-2, 7-6 (7/5) win over Australia’s Alexei Popyrin on Wednesday.

Draper was rocked by the world No. 21 in the first set of the second-round tie at the Wimbledon warm-up event.

But the 23-year-old hit back to level the match before taking the final set tie-break to complete his comeback in a tense encounter lasting two hours and 13 minutes in searing heat in west London.

Earlier in his career, such a test of endurance would have been too much for Draper, but he believes he is made of sterner stuff these days.

“Before I felt like my energy wasn’t that strong, and I felt like I looked like a bit of a Ferrari but I was a bit of a Toyota, like broke down quite easy,” Draper said.

“Now I’m starting to feel generally stronger and confident in myself.

“I have felt better and better every Grand Slam I have played.”

Draper, who reached the US Open semifinals last year, is hoping to make a strong run at Wimbledon this year after failing to get past the second round in his previous three appearance.

The Londoner has made the last 16 at both the Australian and French Opens this year, rising to sixth in the ATP rankings.

If Draper can reach the Queen’s semifinals for the first time after two previous last-eight exits, he will be guaranteed to be seeded fourth at Wimbledon when the grass-court Grand Slam gets underway on June 30.

After losing the first set against Popyrin, Draper’s powerful ground-stroke dragged him level with a double break in the second set.

Popyrin clung on valiantly, saving two match points as he served at 4-5 in the final set.

In the tiebreak he led 4-2, pushing Draper to the brink of a shock defeat.

But the Briton delighted the home crowd as he won five of the last six points, clinching the victory with an ace.

Draper will play Brandon Nakashima in the quarterfinals after the American beat Britain’s Dan Evans 7-5, 7-6 (7/4).

On the day he was awarded a wild card entry into Wimbledon, the 35-year-old Evans was unable to emulate his surprise first-round win against Frances Tiafoe.

In Wednesday’s other matches, Danish fourth seed Holger Rune fought back to seal a 2-6, 6-1, 6-1 victory over American Mackenzie McDonald.

Rune, who reached the Wimbledon quarterfinals in 2023, plays Roberto Bautista Agut in the quarterfinals after the Spaniard beat Czech eighth seed Jakub Mensik 3-6, 6-3, 7-5.