Financial Daily from THE HINDU group of publications
Thursday, Apr 20, 2006
Financial Daily from THE HINDU group of publications Thursday, Apr 20, 2006 |
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Marketing
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Promotions & Offers Variety - Sports Logistics - Airlines Emirates Air in deal to be FIFA partner Vimala Vasan
Abu Dhabi , April 19 Emirates Airline has signed a $195-million deal to become a FIFA partner from 2007 to 2014 - by which time the airline will be approximately twice its current size. As a FIFA partner, the highest level of association a sponsoring company can have with football's governing body, Emirates has rights to all FIFA events - including both the 2010 and 2014 FIFA World Cups - enhanced global media exposure, and an association with FIFA's special events and development initiatives.
A landmark deal
Emirates is currently an official partner of the 2006 FIFA World Cupin Germany, and this new relationship cements the airline's position as one of the world's most committed supporters of international football. The landmark sponsorship deal - by far the largest the Dubai-based airline has ever been involved with - was signed by the Emirates Chairman, Sheikh Ahmed bin Saeed Al-Maktoum, and the FIFA President, Mr Joseph S. Blatter, at Park Hyatt Dubai.
Building brandname
Commenting on the deal Sheikh Ahmed said: "As an official partner of the 2006 FIFA World Cup, Emirates wanted to strengthen its association with international football, the most widely supported sport in the world. It is part of Emirates plan to become a global brand and household name, and association with the most high-profile sporting event in the world is one part of Emirates' strategy to achieve that aim. "We believe sport is an ideal vehicle to communicate with our passengers and football is a perfect platform for us to share and enjoy their passion and commitment. "This partnership will enable us to achieve global awareness of our brand at football events all around the world as well as in our home territory of Dubai."
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