Emirates celebrates as Real Madrid pick up tenth European Cup

25th May 2014
Emirates celebrates as Real Madrid pick up tenth European Cup

Real Madrid have secured a tenth European Cup with a 4-1 win over Atletico Madrid in the Champions League Final.

Their victory is being celebrated by their sponsorship-partner Emirates Airline.

Last year, Emirates Airline and Real Madrid signed a five year shirt sponsorship deal of the club until the end of the 2017/2018 season.

Although the Dubai airline gave no value to the deal, reportedly as much as $160m, the Spanish club did say it would “allow us to continue competing at the highest level worldwide”.

The kit was introduced shortly after the announcement, and the white jersey is worn by players like Cristiano Ronaldo, Sergio Ramos, Iker Casillas and Karim Benzema.

Emirates offers 21 weekly flights to Spain; a double daily flight to Madrid and a daily flight to Barcelona

As sports tourism booms, international carriers have been tapping into the growing market through various sponsorship deals.

And what bigger stage than international football?

Emirates was confirmed as the Official FIFA Worldwide Partner for the 2014 World Cup last year and the legacy carrier will be present to share the occasion with fans and players from around the world.

With a long and successful history in the game, football is embedded into the Brazilian way of life and Emirates is looking to bring fans closer to the game they love.

South America is an important and growing market for the carrier, which currently serves three of its major cities with daily flights from Dubai; Rio de Janiero, Sao Paulo and Buenos Aires.

Emirates also maintains deals with the Asian Football Confederation, Arsenal FC, AC Milan, Paris Saint-Germain, Hamburger SV, Real Madrid, Olympiacos FC, Arsenal Soccer Schools Dubai, The Emirates Cup, and Zain Saudi Professional League – taking its brand around the world.

In December 2012, Emirates renewed its sponsorship deal with Arsenal, extending the airline’s relationship with the English Premier League club, which dates back to 2004.

The new £150 million deal grants Emirates a five year extension to its shirt partnership with the club until the end of the 2018/2019 season.

As well as being one of the biggest deals in the history of the game, the agreement extends and deepens one of the strongest and most recognisable partnerships in world sport.

Emirates began its relationship with AC Milan in 2007, signing up as the club’s Top Institutional Sponsor for three years providing branding rights at AC Milan’s San Siro stadium as well as at their Milanello training ground alongside ticket and hospitality benefits.

In 2010, Emirates expanded its relationship with AC Milan by signing a four-year deal to become the club’s official shirt sponsor.

More recently the airline also signed Brazilian football legend Pelé will be one of its Global Ambassadors. It doesn’t get much bigger than that!

The Etihad Airways logo has been on the Manchester City shirt since 2009 and the Abu Dhabi-based airline became naming sponsor of the club’s Etihad Stadium and Campus in August 2011.

The deal was validation for the ten-year partnership agreement signed between the airline and football club in 2010, significantly expanding their existing commercial relationship.

Earlier this month Manchester City won the Premier League title on the dramatic last day of the season.

It was the second time that Manchester City has won the title in England’s top tier of football; the first being in 1968 and the second in 2012.

Commenting on the partnership James Hogan, chief executive, Etihad Airways, said: “This is a game-changing partnership agreement that redefines the traditional sports sponsorship paradigm.

“It is a once-in-a-lifetime opportunity for two iconic brands that share the same vision to promote far-reaching global awareness and business growth.

“Etihad’s work with Manchester City Football Club has already yielded a significant return on our investment and we are thrilled to build on our relationship.

“Their well-established name and loyal fan base have allowed us to tap into a new and increasing global audience.

“In addition to being a sensible alignment for our brand from a business perspective, it is also one that we can get very excited about, especially at a time when MCFC’s winning attitude is bringing increased success for the team on the national and international stage.”

Queen Park Rangers

Meanwhile, Queens Park Rangers are celebrating a dramatic triumph in the play-off final at Wembley, taking them back to the Premier League.

In 2011, AirAsia became the official partner of QPR Football Club with the sponsorship of its official ‘away’ and ‘third’ shirty.

The partnership marked another major involvement in sports by the low-cost carrier.

AirAsia Regional head of commercial, Kathleen Tan, who represented the airline said: “We are absolutely thrilled with this partnership with QPR.

“This is a timely and significant relationship between two brands which are keen in taking on any challenges for the taste of success.

“Our logo on QPR’s away and third shirt does not only symbolize our energetic partnership, but also a joint-representation of the hard work and challenges that we went through - for AirAsia to be the world’s best low cost airline for three consecutive years and QPR to make a comeback into top flight football for the first time in 15 years.

“This is a very meaningful moment for all of us, and we are very excited to jointly associate ourselves with a team like QPR, as they have a remarkable history in English football and their unrelenting spirit reflects our own Asian endeavour for success.

“Collaboratively, AirAsia and Malaysia Airlines can certainly build a very strong following for the QPR brand in a very passionate football audience in Asia,” said Kathleen.



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