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Tag: Boutros Boutros

  • Emirates serves up a winning partnership with world no. 1 tennis player Aryna Sabalenka

    Emirates serves up a winning partnership with world no. 1 tennis player Aryna Sabalenka

    Emirates has today announced a landmark partnership with the world’s No. 1 tennis player, Aryna Sabalenka, who becomes the airline’s first tennis ambassador.

    The milestone builds on Emirates’ longstanding commitment to tennis as the Official Airline of all four Grand Slams worldwide. To mark the occasion, Sabalenka unveiled an Emirates A380 aircraft adorned with a special tennis-inspired livery celebrating its sponsorship of the Australian Open, Roland Garros, Wimbledon and US Open.

    Sabalenka and Emirates both share a passion for excellence, innovation and a winning spirit. Dubai serving as a hub for Sabalenka’s training and preparation over the years, positions her as a natural fit for Emirates.

    The partnership caps a dominant period for the 27-year-old, who is now a four-time Grand Slam champion after claiming a second US Open in September last year. Sabalenka, who won back-to-back Australian Open titles in 2023 and 2024, before finishing as runner-up at AO25, has also been crowned the WTA Tour Player of the Year for the past two seasons.

    Reflecting on the announcement, Sabalenka shared, “In tennis, every little detail counts – so to align with a brand which matches my ambition and attention to detail makes this feel like a natural fit.

    Travelling in world-class comfort with Emirates has been key to my preparation. But this partnership represents much more than that – because it also highlights what we, as women in sport, can achieve on the world stage.

    I feel proud and excited to partner with Emirates, a brand whose values of quality and excellence closely align with mine.”

    Boutros Boutros, Emirates’ Executive Vice President for Corporate Communications, Marketing & Brand said, “Aryna is not only a champion on the court but a global icon who inspires millions through her determination and professionalism – qualities that resonate strongly with our ethos at Emirates. With Dubai as our shared home, we already have a strong connection with Aryna, and this partnership allows us to elevate our engagement in a truly meaningful way.

    Together, we hope to create unique opportunities for fans to experience the Emirates journey, both in the air and at the heart of the sport. Whether it be by offering live tennis through our ice entertainment system, or a taste of Australia through our in-flight menu. Emirates can’t wait to see what Aryna can achieve at the Australian Open and beyond in 2026.”

    Emirates’ extensive portfolio of global sports and cultural partnerships connects millions of people through shared passions and world-class experiences. The airline’s tennis portfolio includes some of the highest‑profile events on the ATP and WTA tours, including the Dubai Duty Free Tennis Championships as well as all four Grand Slams (Australian Open, Roland Garros, US Open, Wimbledon).

    Beyond tennis, Emirates’ commitment to connecting fans across the globe through shared sporting moments spans horse racing through the Dubai World Cup and Team Godolphin; golf via the DP World Tour; cricket across all major ICC events and the ICC Elite Panel of Umpires and Lancashire County Cricket Club; sailing with Emirates Team New Zealand, SailGP and Emirates Great Britain Sail GP team; basketball through the NBA, Real Madrid and Beirut Basketball club; cycling with UAE Team Emirates XRG; and Australian rules football with Collingwood FC. Emirates’ iconic “fly better” branding appears on the jerseys of leading football clubs including Arsenal FC, Real Madrid CF, AC Milan, S.L. Benfica, and Olympique Lyonnais. Emirates also serves as Platinum Partner to FC Bayern Munich’s first team. Emirates has been the title sponsor of The FA Cup for nearly a decade. In the UAE, the airline supports the Pro League and appears on Al Ain FC’s training kit during the 2025/2026 season.

  • Emirates Recognized for Excellence in Digital Customer Experience

    Emirates Recognized for Excellence in Digital Customer Experience

    Emirates’ marketing team has been recognized by Sitecore®, one of the world’s leading digital experience platforms, for “Best Use of a Customer Data Platform (CDP)”. The award was presented to Emirates at the recent edition of GITEX, Dubai’s technology trade exhibition, for demonstrating excellence in the delivery of its digital customer experience (CX) utilizing the Boxever platform.

    Emirates was selected from amongst 110 large service organisations, based on its best-in-class CX and digital capabilities. Over the past four years, Emirates has invested in CDP solutions such as Boxever, acquired by Sitecore in March 2021, utilizing it in conjunction with its proprietary marketing data platform to deliver to the complex needs of
    customers. Their combined capabilities are a reflection of the close collaboration between the Group’s internal marketing team and Boxever, who have maintained a steady focus on delivering to a demanding customer agenda.

    “Sitecore Middle East recognizes Emirate’s marketing team that has driven its digital customer experiences utilizing the Sitecore CDP solution to meet complex needs of their customers,” said Mohammed AlKhotani, Area Vice President, Middle East and North Africa, Sitecore. “Emirates Airline shows how the Middle East is leading digital innovation, and converting website visits into engaged customers to make their travel planning easier.”

    “Emirates is honoured to be recognized with an award in digital customer experience. The world of service marketing has advanced at top speed over the past few years, and our ambition to deliver the best customer experience in the travel industry is very much a core objective for Emirates and our wider group of travel brands. We are delighted to be acknowledged by Sitecore, a company with a tremendous heritage in digital
    marketing, along with the wider fraternity of digital marketing professionals. We look forward to continuing growing our capabilities to better deliver to our customer needs and preferences,” said Boutros Boutros, Divisional Senior Vice President, Corporate Communications, Marketing & Brand – Emirates Group.

    The recognition represents Emirates’ continued investment and innovation in the delivery of relevant and personalized experiences across the digital customer journey. Sitecore’s accolade also underscores Emirates’ ongoing drive to deliver the best customer experiences in the airline industry: digitally, on the ground and onboard.