Emirates Signs Commonwealth Arena Sports Deal
Dubai-based airline Emirates has extended its influence as a global sports sponsor by signing a £5m deal with the Commonwealth Arena in Glasgow, Scotland. The complex – one of the main venues for the 2014 Commonwealth Games – will become the Emirates Arena until 2022. However, it will be known as the Commonwealth Arena during Glasgow 2014, unless Emirates agrees to a further deal.
Famed for its sports sponsorship, the airline signed a record-breaking £100m ($160m), 15-year sponsorship deal in 2004 with British football team Arsenal, and also sponsors European football teams AC Milan, Paris Saint-Germain and Real Madrid, among others. The airline is also the official partner of FIFA, the international football federation.
Emirates increased its US exposure in February 2012 by negotiating a $91m, seven-year deal with the United States Tennis Association, rebranding the event as the Emirates Airline US Open Series. The airline also supports global golf, cricket, tennis and horse-racing events.
“We believe sponsorships are one of the best ways to connect with our passengers,” said Emirates chairman, sheikh Ahmed bin Saeed Al Maktoum. “They allow us to share and support their interests and to build a closer relationship with them.”
Emirates’ sports sponsorships allow the airline to engage with a different consumer base, while also improving brand identity. Read more about the cultural value of brands in Brand Collaboration: What’s Your Cultural Value?