Emirates has become the official airline sponsor for the Étoile Sportive du Sahel (ESS) sports team in Tunisia. ESS' basketball and football teams are two of the most successful sports teams in Tunisia's history. The sponsorship deal will start with the upcoming 2023-24 season.

The agreement is part of Emirates' plans to connect to sports fans in North Africa and increase football's presence in the region. Although the deal places a particular focus on football, Emirates will also sponsor ESS' basketball, volleyball, handball, judo, and wrestling teams.

Emirates branding will be featured on ESS jerseys, training kits, and all indoor sports kits starting from the upcoming season. Other benefits that Emirates will receive include the following:

• Advertising and branding rights in the team's stadium and indoor sports facilities
• Digital and social media activation rights
• Hospitality and meet and greet access to the players
• Prominent visibility across the stadium, training ground, and indoor sports arena

ESS plays its games at the Stade Olympique de Sousse in Tunisia's third largest city of Sousse. The stadium has hosted major international competitions in the past, such as the African Cup of Nations tournaments in 1994 and 2004.

Emirates offers direct flights to the following destinations in North Africa from its hub at Dubai International Airport (DXB):
 

• Houari Boumediene Airport (ALG) in Algiers
• Cairo International Airport (CAI) in Cairo
• Mohammed V International Airport (CMN) in Casablanca
• Tunis-Carthage International Airport (TUN) in Tunis

[DXB, ALG], [DXB, CAI], [DXB, CMN], [DXB, TUN]

Passengers are also able to travel between Dubai and North Africa on carriers such as Air Algérie, Egyptair, and Royal Air Maroc.

Badr Abbas, Emirates' Senior Vice President of Commercial Operations in Africa, said: "We are pleased to partner with Étoile Sportive du Sahel, a football powerhouse in Africa, and a formidable force in international basketball. Amplifying our brand message on jerseys across their different sports divisions will help to create more meaningful connections with sports fan bases in Tunis and across Africa. Our partnership with Étoile Sportive du Sahel is also a testament of our support and long-standing involvement with football and we're also keen to connect with fans of indoor sports including basketball, volleyball, and handball that are fast gaining popularity in Tunisia."

ESS' Chairman Othman Jenayah added: “As the president of Étoile Sportive du Sahel, I am happy to announce this great partnership with Emirates. This collaboration signifies our shared passion for the beautiful game and our mutual dedication to fostering the growth of football in Tunisia and beyond.”

ESS has won several championships and cups at the national, African, and Arab level over its 98-year history. The team's accolades include two Confederation of African Football (CAF) Super Cup titles, four CAF Confederation Cup titles, and two African Winners' Cup titles. Furthermore, ESS has won more CAF trophies than any other football team in Tunisia.

ESS is one of the most valuable football teams in Africa and has one of the largest fan bases on the continent.

Emirates has established itself as a leading sponsor of football teams on an international scale. The airline sponsors some of the world's most famous football clubs including Arsenal, Real Madrid, and AC Milan. The carrier's football portfolio also includes championships such as the Emirates FA Cup and governing bodies such as the Asian Football Confederation.

In basketball, Emirates has sponsored the UAE Basketball Association for more than 32 years and the Dubai International Basketball Championship for 28 years. The airline played a significant role in bringing the FIBA World Championship to the UAE.

Men's and women's basketball teams that Emirates has sponsored have won multiple championships over the years. Furthermore, the airline has been an official jersey sponsor for multiple basketball teams in Lebanon.

Emirates has carried more than 1.64 million passengers on direct flights between Dubai and Tunisia over the past 17 years. The service currently consists of a daily flight that is operated with a Boeing 737-300ER aircraft.