Emirates to be FIFA partner until 2014

BY A CORRESPONDENT
April 21, 2006

Emirates 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, 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.

Emirates is currently an Official Partner of the 2006 FIFA World Cup™ in Germany, and this new relationship cements the airline’s position as one of the world’s most committed supporters of international football. This is the largest sponsorship deal the Dubai-based Emirates has ever been involved with. It was signed by Emirates Chairman, His Highness Sheikh Ahmed bin Saeed Al-Maktoum and FIFA President, Joseph S. Blatter, at Park Hyatt Dubai.

Commenting on the deal Sheikh Ahmed said: “As an Official Partner of the 2006 FIFA World Cup™, Emirates wanted to strengthen our 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. It is our intention for the United Arab Emirates to host a FIFA Beach Soccer World Cup during the rights period, which would be the first event of its kind to be held in the Arab world. Emirates becoming a FIFA Partner is good for Emirates, good for Dubai and good for the UAE.”

A part of its Partnership status with FIFA is that Emirates has a commitment from FIFA to ensure that at least 22 matches including the opening match, two quarter-finals, two semi-finals, the third place play off and the final of both the 2010 and the 2014 FIFA World Cups may be shown on free-to-air television within the territory of the United Arab Emirates. This is a great opportunity for residents of the UAE to enjoy the greatest sporting spectacle on earth.

Emirates passengers will also benefit as Emirates has the exclusive right to broadcast matches of the 2010 and 2014 FIFA World Cups either live or delayed on its in-flight entertainment systems.

Emirates branding will be evident at all FIFA events during the eight years of this agreement – which is some 44 tournaments and 952 matches - as well as on all FIFA merchandise and its website, which will be seen by billions of people during the lifetime of this Partnership.

As FIFA’s only Travel Partner, Emirates receives preferred airline status and a commitment from FIFA to develop business with Emirates including team/association travel wherever logistically possible which will allow the airline to grow through exposure to new customers around the world and to further develop Dubai as one of the world’s premier travel hubs and destinations.