The Australian Tennis Foundation and Emirates have partnered to deliver the ‘Force for Good’ program – an initiative backed by a $2.25 million investment from Emirates over five years. The program aims to inspire brighter futures for disadvantaged children and young people through tennis.
The Force for Good program is being rolled out across the five Australian cities Emirates serves with flights – Sydney, Melbourne, Brisbane, Adelaide and Perth, targeting children and young people who may otherwise not have the opportunity to engage with the sport. Over the next five years, it will deliver free tennis programs in these cities, helping young people grow and become part of the tennis world.
We chatted to Dean Cleaver, the Emirates regional sales manager about what the program means to the kids and to the company, and if he needs a few lessons himself.
We’ve covered The Force for Good a couple of times in Irresistible. What drew Emirates to that being one of their main points of sponsorship of the AO? How does it fit with the Emirates ethos or your long-term strategy?
Dean Cleaver: We do have a strategy in our major markets about giving back to the communities we fly to. We’ve been flying for Australia for three decades, and it’s about giving investment back to the country, but in a meaningful way.
The kids come from mostly underprivileged communities or backgrounds, and by giving them access and introducing Tennis to them, we think it will help foster their physical skills, social connections, and all importantly, their mental well-being.
Was it something you were offered in a suite of sponsorship possibilities, or was it something you co-crafted?
We did co-craft it with Tennis Australia, and then of course, there’s the Australian Tennis Foundation which makes it come alive. We wanted to put our investment where it can make a difference. It’s a $2.25 million commitment over a five-year period. Tennis is such a great sport.
It’s quite a nice juxtaposition between the luxe side of Emirates and serving the community, and as you say, disadvantaged children.
It makes us feel really, really good, because we are physically giving back. Not only are children the future fliers of the world, but it’s about grassroots, and making sure that some people are better off than they could have been. We are a luxe brand, it’s true, but the majority of our passengers do fly economy, and we like to be the best economy class. We like to be the best at what we do, and that includes being the best at giving back.
Emirates now sponsors all four Grand Slams. Was that always the strategy – to have all four or was it something that evolved?
It’s a bit of both, but it was always a long term goal. We did want all four. Wimbledon was the longest and the hardest to get. We’re only in our second year with Wimbledon, whereas we’ve been with the Australian Open for 12 years now. From a sponsorship perspective, tennis is one of those sports that covers all ages from, young kids with a tennis racket, to those in their 70s still playing tennis at the local tennis club. It is a sport that crosses all nationalities, all ages, and all demographics. People love tennis and it’s a very fast growing sport. To have all four grand slams now is seriously exciting!
We are also the official airline, not only of the full suite of Grand Slams, but of the APT. So we’re the partner of tennis, globally.
What is special would you say about the Australian market, both maybe in relation to Emirates, but also in terms of sponsorship generally and the AO.
Australians love to travel and they love to travel regularly, they’re very good at it and they excited to go long haul. And as we all know, Australia is a multicultural country. So we serve a number of internal markets in Australia, whether that’s corporate, customers going home to visit friends and relatives, Australians going to Europe, or on a cruise. We link sport by connecting our customers to the things they love. Australians love their sport. The AO is our largest investment in Australia, but we have been here for three decades and we’ve been with Collingwood football club since 1999.
Anything a bit more artsy?
We’ve been sponsoring the Melbourne and Sydney Symphony Orchestras for over 20 years. They are very important to us.
Airline movies selections are really like mini streaming platforms or festivals. How do Emirates fare in that department?
We have 6.5000 channels of entertainment and we keep winning awards so something is going right!
The AO is one of the most widely viewed events in the world, so beyond the Australian market, what kind of traction does the sponsorship give in other territories?
It is a branding and marketing opportunity for us. So it’s very much about encouraging people to travel overseas, but it is also one of the biggest global event that we have here in Australia. Asia, Europe, the Middle East- they’re all focussing in on Melbourne, and therefore also on Australia- that’s for people watching on TV as much as in the arena. It’s a great sport to have as far as our partnership offering- we know it works.
Beyond all the branding, is there someone at Emirates who really loves tennis, that has really driven all the tennis connections?
Haha- not that I’m aware of, actually! The team in Dubai recognised that tennis carries a really strong, powerful message. Its a great sport and a growing sport, so it just made sense.
What about you personally – do you play?
I should play more. My parents paid for some lessons for me when I was at high school, and I probably should have followed through.
I’m sure someone at TA could throw in a lesson?
Hahah- yes I hope so. I’m very fortunate working for Emirates because we sponsor some of these wonderful events.
If you ever want an Irresistible coaching session, we can always take you for a hit!
Thanks!
