From runway to concert hall: Emirates’ longest arts sponsorship takes flight again with Sydney Symphony Orchestra
Tarmac performance marks latest chapter in collaboration
DUBAI – Emirates has renewed its 23-year partnership with the Sydney Symphony Orchestra until 2028, reinforcing a long-standing collaboration centred on music, culture and global connectivity.
The agreement marks the airline’s longest-running non-sports sponsorship worldwide and builds on more than two decades of joint initiatives in Australia and beyond.
The renewal was celebrated with a distinctive performance at Sydney Airport, where an ensemble from the orchestra performed on the tarmac in front of Emirates’ flagship Airbus A380.
Tarmac tribute
The piece, Takeoff, was commissioned by the orchestra and composed by Jessica Wells exclusively for Emirates, paying tribute to the iconic aircraft and symbolising the shared spirit of aviation and music in connecting cultures across borders.
The open-air performance formed a striking backdrop to the announcement, underscoring the longevity and distinctiveness of the partnership. As Emirates’ most enduring arts sponsorship, the collaboration has consistently linked world-class musical experiences with international travel, enabling audiences to engage with orchestral performances both in concert halls and at 40,000 feet.
Onboard expansion
Under the renewed agreement, the Sydney Symphony Orchestra will further expand its presence on Emirates’ inflight entertainment system, ice. A rotation of orchestral performances will be available to passengers across the airline’s global network, with recent additions including The Planets. The enhanced catalogue is expected to bring the orchestra’s artistry to millions of travellers each year, broadening access to classical music well beyond traditional venues.
Barry Brown, Divisional Vice President Australasia at Emirates, said music and travel share the ability to inspire and connect people. He described the orchestra as a cultural institution representing excellence and creativity, adding that the renewal would allow Emirates to continue supporting the arts in Australia while showcasing performances to a global audience through ice.
The partnership also includes continued support for live performances, digital initiatives and audience engagement programmes. Emirates will provide exclusive ticketing and hospitality experiences and serve as presenting partner across selected concert series.
Sydney Symphony Orchestra
The Sydney Symphony Orchestra stages more than 150 concerts annually, attracting live audiences of over 350,000 people. Its reach extends further through recordings and digital platforms, connecting with millions worldwide.
According to Craig Whitehead, Chief Executive Officer of the orchestra, Emirates’ long-standing support has enabled the organisation to share performances at the Sydney Opera House Concert Hall and other venues, while expanding its global footprint through onboard programming.
The renewed agreement forms part of Emirates’ broader investment in arts and culture in Australia and internationally. Alongside its extensive sports sponsorship portfolio, the airline continues to back music, literature and visual arts initiatives that strengthen cultural connections across the communities it serves.