In a country where tennis is practically a summer soundtrack, it’s not every day you see an airline trading jet engines for racquets. Yet Emirates has done just that, planting itself firmly at the baseline of community sport in Australia with its new Force for Good program, and it’s already in full swing.
On 4 September, the airline teamed up with the Australian Tennis Foundation (ATF) to stage a free sports day for 250 primary school students from Brisbane’s most diverse and disadvantaged communities. The event, hosted at the Pat Rafter Arena, wasn’t just about lobs and forehands; it was about weaving physical and mental well-being into the lives of children who might otherwise miss out on the joy of sport.
And yes, there was star power. Tennis favourite John Millman, local hero and ATF ambassador, rolled up his sleeves (and undoubtedly a few serves) to join in the coaching. “Tennis has the power to bring people together and create lasting change,” Millman remarked, his words matching the smiles across the courts. “It’s incredible to see the joy and connection these kids experience when they’re given the chance to play.”
More than a game: health, hope and a few Polaroids
The day wasn’t your average knockabout. Organised by Youth of Tomorrow, one of the program’s funded partners, students rotated between on-court activities from traditional tennis to quirky offshoots like Pop and Pickleball while dipping into preventative mental health workshops.
Qualified coaches steered the rallies, Emirates mascots hammered it up for the cameras, and even cabin crew swapped the aisles for sidelines, delivering encouragement with all the polish of an in-flight service. To top it off, each child took home a Polaroid memento framed in a limited-edition Emirates border, a keepsake that may well outlast their first backhand.
Umit Oraloglu, CEO of Youth of Tomorrow, couldn’t hide his pride. “We’re supporting both the physical and mental wellbeing of young people, and it’s wonderful to partner with Emirates, ATF and Tennis Queensland to make that happen.”
A five-year commitment
Emirates isn’t dabbling here. The airline has committed $2.25 million over five years, aiming to support about 3,000 disadvantaged children in 2025 alone through 11 separate community initiatives. These programs stretch across the airline’s Australian network – Sydney, Melbourne, Brisbane, Adelaide and Perth – giving kids more than 10,000 opportunities to play at schools, clubs and community courts.
It’s a scale that impressed Vicki Reid, Executive Director of the ATF. “Through this collaboration, we can break down barriers and provide young people with the resources and opportunities they need to thrive,” she said.
Six initiatives are already underway, engaging more than 800 children. The first year will culminate in January 2026 at the Australian Open, where Emirates’ long-standing role as a major tennis sponsor will dovetail with its new community mission.
Giving back with intent
For Emirates, sports are far more than sponsorship signage and premium seating. Dean Cleaver, Regional Sales Manager, summed it up neatly:
Emirates is passionate about ensuring our commitment to Australia extends beyond the flights we operate. Backed by a legacy of strong sporting sponsorships, including our longstanding partnership with Tennis Australia, this program is about giving children access to tennis and all the benefits that come with it. The enthusiasm and fun we saw in Brisbane is precisely what this is about.”
It’s an airline investing not just in routes but in roots. Having poured more than $230 million into Australian sponsorships from the Australian Open to grassroots ventures, Emirates seems determined to prove that its wingspan stretches beyond the skies.
The final word
As John Millman cheerfully rallied with students half his size, it became clear the Force for Good program isn’t about future champions or Grand Slam dreams. It’s about giving children a taste of belonging, fun, and possibility. In communities where opportunities are too often thin on the ground, Emirates has served up something Australia will happily return.
By Christine Nguyen
