With more than three million spectators in attendance and billions of global TV viewers tuning in to the 64 matches, the 2006 FIFA World Cup? has been voted a major marketing success for Emirates, one of the event’s official partners. Making its debut as a sponsor of the planet’s greatest sporting occasion, Dubai-based Emirates - one of the world’s fastest growing airlines - used its position as an official partner to increase its profile alongside many other global brands.
And with an estimated TV audience of more than two billion viewers alone watching the final between Italy and France, Emirates’ worldwide recognition is expected to have grown on a significant level.
HH Sheikh Ahmed bin Saeed Al-Maktoum, Chairman and Chief Executive, Emirates Airline and Group, said: ‘Emirates’ association with the 2006 FIFA World Cup allowed us to get closer to our customers and potential customers and be involved with a game that connects people of different cultures, nationalities and ages.
“Although final figures have yet to be confirmed, the FIFA World Cup is the single largest sporting property and enjoys cumulative viewing figures of over 30 billion in 213 countries. Aside from the vast TV coverage, our association with the FIFA World Cup also allowed us to provide our customers with a variety of experiences and reach out to new and existing passengers around the world.”
This year, more than 500 broadcast partners including 240 television licensees, a record number of 220 radio stations and more than 50 New Media Licensees (Mobile Telephony and Internet) were involved in the event compared to 300 broadcast partners four years ago.
In addition to the pitch-side branding that was beamed to billions, Emirates association with the FIFA World Cup? saw sponsorship of the MatchCast element of the tournament’s official website www.FIFAworldcup.com - hosted by Yahoo!, the activation of 16 FIFA World Cup? viewing stations at airports around the world, Commercial Displays at each stadia in Germany, the broadcast of all matches across the Emirates fleet, a partnership with Marriott International and a host of promotions allowing football fans across the world the chance to be at the 64-match tournament.
Sheikh Ahmed added: ‘We are now looking forward to our ongoing relationship with FIFA, which will also see Emirates as one of only six Official Partners at the 2010 and 2014 FIFA World Cup.’