Emirates ‘Force for Good’ Community Tennis Program Takes Full Swing in Australia
On September 4th, Australia’s Pat Rafter Arena buzzed with youthful energy as about 250 primary school students from low socio-economic and multicultural communities participated in a free rotational sports day. The landmark event, run under Emirates’ newly launched Force for Good initiative, aimed to introduce kids to tennis while promoting both physical fitness and mental wellbeing.
Facilitated through a partnership with the Australian Tennis Foundation (ATF) and delivered by Youth of Tomorrow, the event was a core feature of the newly launched Schools Future Fit Program. The sports day included a rotation of on-court tennis activities, such as Pop and Pickleball, and preventative mental health workshops led by qualified coaches.
Adding star power to the day, tennis legend John Millman, also an ATF ambassador, joined the students in action-packed coaching sessions that emphasized fun and social connection. Emirates mascots and cabin crew made surprise appearances, heightening the celebratory atmosphere. Each child took home a limited-edition Emirates Polaroid photo, a custom photo frame, and a selection of tennis gifts, turning a simple day outdoors into a memory of a lifetime.
Launched in Australia in 2025, Emirates’ Force for Good program represents a $2.25 million, five-year commitment to “inspire brighter futures” for disadvantaged children and young people through structured tennis programs. The project operates across the five Australian cities where Emirates flies — Sydney, Melbourne, Brisbane, Adelaide, and Perth — and provides children with opportunities to build sporting skills, develop social bonds, and improve their mental and emotional health.
In its inaugural year alone, the initiative will support around 3,000 young Australians, giving them access to 11 community tennis programs spread over more than 60 schools, clubs, and courts, with a total of over 10,000 play opportunities. Six of these programs have already launched in Melbourne, Brisbane, Perth, and Sydney, reaching 800 participants to date.
“Emirates is passionate about ensuring our commitment to Australia extends beyond the flights we operate,” said Dean Cleaver, Emirates’ Regional Sales Manager. “For us, the Force for Good program is an opportunity to give back to the communities we serve in Australia. The enthusiasm and fun we saw from the students in Brisbane is exactly what this program is about.”
Echoing the sentiment, Vicki Reid, Executive Director of the Australian Tennis Foundation, stated: “We are excited to join forces with Emirates to support social impact initiatives across Australia. Through this collaboration, we can break down barriers and provide young people with the resources and opportunities they need to thrive.”
Tennis icon John Millman emphasized the broader social value of the initiative: “Tennis has the power to bring people together and create lasting change. It’s incredible to see the joy and connection these kids experience when they’re given the chance to play.”
Contributing to the mental and physical wellness of youngsters remains at the heart of the strategy. Umit Oraloglu, CEO of Youth of Tomorrow, summed it up succinctly: “We’re proud to partner with Emirates, ATF and Tennis Queensland to deliver a fully funded program to schools that need it most, supporting both the physical and mental wellbeing of young people.”
A continuation of Emirates’ broader contributions to the region — having already invested over $230 million in sponsorships, including the Australian Open — the Force for Good initiative is poised to become a permanent fixture in the Australian community. The program’s first year will conclude with a special event at the Australian Open in January 2026, celebrating the achievements of thousands of youth while looking ahead to an even brighter future on and off the court.
Team V.DIR-EM-UAE
