Emirates has reinforced its status as one of the leading players in the sports sponsorship industry by becoming main partners with the ATP World Tour, replacing the beer brand Corona.

Despite the financials not being released by either organisation, the deal is thought to be worth about USD$50 million (USD$10 million annually) which makes it the biggest sponsorship deal in the ATP’s history. The sponsorship is set to start at the very beginning of 2016 with their logo replacing that of Corona’s at ATP World Tour events.

Plans have already been firmly established with Emirates set to entirely re-brand the Australian swing of the ATP World Tour as well as the iconic Roland Garros event in Paris.

Emirates Senior Vice President for Corporate Communications Marketing and Brand Boutros Boutros said in a press release that the ATP World Tour was an ideal event to sponsor as it is a truly worldwide event and would significantly boost Emirates’ brand recognition.

“Emirates is pleased to enhance its partnership with the ATP World Tour. For Emirates, the global reach offered by sponsoring the ATP World Tour affords us the opportunity to connect and engage with millions of tennis fans around the globe,” he said.

“Emirates offers direct flights to nearly 90 percent of the 32 countries visited by the ATP World Tour making this partnership particularly relevant for our customers. Tennis truly is an international sport and it is our own appreciation of this sport that has been the catalyst behind our growing tennis sponsorship portfolio.”

In 2016, the ATP World Tour is set to take in 62 tournaments in 31 countries across six continents.

Corona was always considered a strange choice as primary sponsor of the ATP World Tour considering the limited scope of sports that they are already primary sponsors of. However, with Emirates already being a ‘platinum partner’ of the men’s professional tennis tour since 2013, as well as title sponsor of the ATP’s player ranking system, it was seemingly only a matter of time before they become primary partners.

Emirates’ marketing budget now exceeds USD$400 million annually with the airline already major sponsors of a number of other sports including Golf, Football, Rugby, Cricket, Motorsports and Horse Racing.