FIFA World Cup 2014: Emirates and their global marketing through sport

Breaking Travel News visits the corporate headquarters of Emirates, the Dubai based airline, for this edition of Travel Talk to look at the way they use the sponsorship of sport and in particular football to market their global brand. Phil Blizzard talks to Boutros Boutros about their association with football, the FIFA World Cup and how that has evolved. He also talks about the way the Emirates brand has moved from being purely an airline brand and into a broader one focused around ‘lifestyle’.