Historically, Roland-Garros relied on French brands.
Peugeot, BNP, Perrier, SFR.
For several years now, internationalization has taken place.
“Tennis is one of our favorite sports,” says Cédric Renard, director of Emirates France, to Figaro.
We started sponsoring with Roland-Garros in 2013. We are the only airline in the tournament.
In 2017, we became a premium partner with greater visibility on all courts. ”
Gulf airlines are very strongly affected by the health crisis.
Positive sport communication is therefore more important than ever in this context.
"The airline industry is one of the sectors most affected by the crisis," continues Renard.
Tennis is a great sounding board.
Our credo is Emirates, back in the game.
We have a playing field that is found between the two brands. ”
During the fortnight, the brand notably has significant locations to affix its logo on the Philippe-Chatrier court (central court), as well as on the panels of other courts.
"We are adapting to this particular year but we remain strongly convinced by the power of Roland-Garros."
Eric Renard
The airline has adapted to the particular context of this edition, and the almost nonexistent hospital space this year, due to the gauge set at 1000 spectators per day, No lunches in the village, fewer guests and not the presence of the emblematic hostesses.
“It's an Emirates choice.
It seemed more coherent to us in this context.
With this severe economic situation, it was unthinkable to maintain the same level of benefits.
We must be exemplary vis-à-vis our customers and our employees.
We are adapting to this very special year but we remain strongly convinced by the power of Roland-Garros.
We necessarily look at the investment returns.
Our partnership is until 2022. "
Partnership with ATP until 2025
A premium partner of Olympique Lyonnais (after having been a jersey sponsor of PSG), Emirates is also linked to the Australian Open and the US Open.
While the world professional circuit is severely impacted by the crisis, Emirates and ATP had formalized the extension of their partnership until at least 2025 (60 tournaments around the world are concerned). "
While waiting for the real relaunch ...
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