Emirates will be the Official Airline of the US Open Tennis Championships yet again. This year's tournament, from August 28 to September 10, will be the 12th consecutive event that Emirates has sponsored. 

Emirates will get involved in various initiatives designed to target its passengers and tennis fans. These initiatives will occur courtside, off the court, and in the air. Emirates aims to showcase its hospitality to tennis fans by keeping them entertained. One such involvement includes tennis clinics with some of the sport's most famous players, such as Novak Djokovic and Carlos Alcaraz.

Emirates has worked with the United States Tennis Association (USTA) and the US Open since 2012. The airline also sponsors many other tennis events in the US, including the Western & Southern Open, the Miami Open, and the BNP Paribas Open. 

Emirates sponsors more than 60 tournaments worldwide through its partnership with the Association of Tennis Professionals (ATP), the world governing body for men's tennis. The sponsorship portfolio includes three of the world's most prestigious tennis events: the Australian Open, Wimbledon, and the US Open.

Emirates' role as the Official Airline of the US Open involves direct engagement with tennis fans. The airline will provide activities for fans heading to the Arthur Ashe Stadium in Queens, New York, to see the matches firsthand. Passengers flying on Emirates can watch the US Open live through its ice in-flight entertainment system, which offers live TV on flights. 

Emirates has planned some special initiatives for tennis fans and residents of the New York City metropolitan area. The airline is partnering with local TV station PIX11 and the "NY Living" show to give 16 free tickets to the US Open. Fans can enter the competition from August 30 to September 5 to win free tickets. Another local TV channel, ABC News, will showcase Emirates content, promos, and exclusive interviews from the event.

Tennis fans onboard Emirates flights can see the matches on the in-flight sports channels Sport24 and Sport24 Extra. Most Emirates' Airbus A380 and its Boeing 777 aircraft offer live TV. Meanwhile, passengers in premium cabins on select A380 flights can watch the matches on the 55-inch screen in the onboard lounge. This benefit will provide passengers with a similar experience to watching the US Open on the ground since they can enjoy drinks from the bar. 

Furthermore, Emirates Skywards members can use their complimentary Wi-Fi to read tournament views and view match highlights. Other passengers can get this opportunity by purchasing a Wi-Fi package.

Sponsoring the US Open shows Emirates' commitment to the US market beyond offering direct service. The airline offers nonstop flights to the following US destinations:

• Boston Logan International Airport (BOS)
• Chicago O'Hare International Airport (ORD)
• Dallas/Fort Worth International Airport (DFW)
• George Bush Intercontinental Airport (IAH)
• Los Angeles International Airport (LAX)
• Miami International Airport (MIA)
• Newark Liberty International Airport (EWR)
• John F. Kennedy International Airport (JFK)
• Orlando International Airport (MCO)
• San Francisco International Airport (SFO)
• Seattle-Tacoma International Airport (SEA)
• Washington Dulles International Airport (IAD)

Emirates uses the Airbus A380 between Dubai International Airport (DXB) and five US destinations: Houston, Los Angeles, New York-JFK, San Francisco, and Washington-Dulles. The other US routes use Boeing 777 aircraft. For other countries in North America, Emirates offers nonstop service to Toronto Pearson International Airport (YYZ), Montréal-Trudeau International Airport (YUL), and Mexico City International Airport (MEX).

The success of Emirates' partnership with the US Open over the years may convince the airline to sponsor additional sporting events in the US in the future. Emirates is less active in American sports than other parts of the world. However, Emirates should get more involved in American sports to remain competitive against other Middle Eastern airlines. 

Qatar Airways sponsors the National Basketball Association's (NBA) Brooklyn Nets and Barclays Center stadium. Meanwhile, Etihad Airways is the official airline of the MLS' New York City Football Club, the NBA's Washington Wizards, the NHL's Washington Capitals, and the WNBA's Washington Mystics. Emirates' long partnership with the US Open suggests that the airline has what it takes to gain further influence in the US market through sports.