As Dubai prepares to host the Arabian Travel Market (ATM) 2025, a key focus will be the significant role of Middle Eastern airlines in global sports sponsorship. Starting with Emirates Airline's early involvement in the 1987 Dubai Powerboat Race, airlines like Emirates, Etihad, and Qatar Airways have become prominent sponsors of major sports teams and events worldwide, including football giants Real Madrid and Arsenal, the Rugby World Cup, and top tennis tournaments. This extensive sponsorship portfolio, exemplified by Emirates' over 130 annual sports partnerships, not only boosts airline visibility but also connects sports and cultures globally. The upcoming ATM will highlight these partnerships alongside airline innovations and new routes.