Emirates Airline’s sponsorship highlights the world of sports. The Dubai airline’s global marketing campaign is helping sports clubs and countries achieve things that never before seemed possible.
Case in point: In sailing, Emirates Team New Zealand, with Fly Emirates emblazoned on its main sail, advanced to the sudden death race yesterday on San Francisco Bay in pursuit of the prestigious America’s Cup sailing trophy. ETNZ was leading the series 8-1 over defending Oracle Team USA prior to the US team’s miraculous string of 8 straight wins to reach the 9 victories necessary to retain the Cup. Nonetheless, I presume the Kiwis appreciate the high-octane, international marketing exposure provided by Emirates Airline’s sponsorship.
Emirates’ high-profile sports sponsorships include football, known as soccer outside the US (a few of many examples – FIFA, AC Milan, Arsenal, Real Madrid); golf (e.g. Ryder Cup, Irish Open, Australian Open); tennis (e.g. US Open, French Open); cricket (e.g. all major International Cricket Council -ICC- tournaments); horse racing (e.g. Dubai World Cup, Melbourne Cup, Sheikh Mansoor bin Zayed Al Nahyan’s International Arabian Horse Racing Festival); rugby (e.g. USA Rugby, Emirates Sevens World Series); motorsports (Formula One); offshore powerboat racing (World Offshore Powerboat Championship); sailing (America’s Cup); and Australian rules football.
“We believe sponsorships are one of the best ways to connect with our passengers. They allow us to share and support their interests and to build a closer relationship with them,” stated HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman and CEO of Emirates Airline & Group.