What's Happening?
Emirates' 'Force for Good' program, in partnership with the Australian Tennis Foundation, has completed its first year, providing significant opportunities for disadvantaged children across Australia. The program, which is a $2.25 million, five-year commitment, aims to inspire brighter futures through tennis. In its pilot year, the initiative introduced over 2,000 children to tennis across five Australian cities, creating over 10,500 hours of engagement. The program culminated with 25 participants experiencing the Australian Open, meeting tennis legends, and enjoying a unique sporting event. The initiative has been praised for boosting confidence and providing new opportunities for young participants.
Why It's Important?
The 'Force for Good' program highlights the
role of sports in community development and youth empowerment. By providing access to tennis, the program helps improve physical health, mental well-being, and social skills among disadvantaged children. The initiative also strengthens Emirates' brand presence and commitment to social responsibility in Australia. The program's success could inspire similar initiatives in other regions, promoting sports as a tool for positive change. Additionally, the partnership with the Australian Tennis Foundation underscores the importance of collaboration between corporate entities and community organizations in achieving social impact.
What's Next?
Building on its successful first year, the 'Force for Good' program will continue its journey in 2026, with plans to expand its reach and impact. More tennis programs and community events are expected to be delivered, further enhancing the lives of children across Australia. The program's ongoing success could lead to increased investment and support from other corporate partners, potentially expanding its scope and influence. As the program evolves, it may also explore new sports and activities to engage a broader audience, ensuring a lasting legacy of empowerment and opportunity for young people.
