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“Roland-Garros always remains a formidable sounding board”, estimates the managing director of Emirates France – Roland-Garros

Cédric Renard recounts the positive effects this autumnal edition, so special, for the airline, impacted by the Covid-19 crisis.

Historically, Roland-Garros relied on French brands. Peugeot, BNP, Perrier, SFR. Place for several years in internationalization. “Tennis is one of our favorite sports,” Cédric Renard, CEO of Emirates France, told Figaro. In 2013, Roland-Garros was one of our first major sports partnerships in France. Today, Emirates is the tournament’s only partner airline. In 2017, we developed these investments by becoming a premium partner, which strengthened our visibility on all courts. ” Gulf airlines are very strongly affected by the health crisis. Positive sport communication is therefore more important than ever in this context. “The airline industry is one of the sectors most affected by the crisis,” continues Cédric Renard. Tennis is a great sounding board. Our credo is: Emirates is “back in the game”. Roland-Garros and Emirates have a common playing field. ” During the fortnight, the brand notably has significant locations to affix its logo on the Philippe-Chatrier court (central court), as well as on the panels of other courts.

“We are adapting to this particular year but we remain strongly convinced by the power of Roland-Garros.”

Cedric Renard

The airline has adapted to the specific context of this edition, and the almost non-existent this year of the hospital space, due to the gauge set at 1000 spectators per day, No lunches in the village, fewer guests and not the presence of the emblematic hostesses. “It is a choice made by Emirates,” continues Cédric Renard. It seemed more coherent to us in this context. With this severe economic situation, it was unthinkable to maintain the same level of benefits. We owe it to ourselves to be exemplary vis-à-vis our customers and our employees. We are adapting to this very special year but we remain strongly convinced of the media power of Roland-Garros. We necessarily look at the returns on investment. Our partnership is signed until 2022. “

Partnership with ATP until 2025

A premium partner of Olympique Lyonnais (after having been a jersey sponsor of PSG), Emirates is also linked to the Australian Open and the US Open. While the world professional circuit is severely impacted by the crisis, Emirates and ATP had formalized the extension of their partnership until at least 2025 (60 tournaments around the world are concerned). ” While waiting for the real relaunch …

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