Emirates and Real Madrid: The Sky is the Limit

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Emirates stadium

Hi everyone,
Emirates is becoming more and more a key player in football marketing. The Dubai based airline inked a deal with Real Madrid, and adds another global club to its already strong clubs portfolio.

Emirates is already a Real Madrid partner, but only falls into the second tier partners category. This new deal will simply make Emirates the Merengues shirt sponsor for a record deal of €24 to €26 million.

Let’s recap how involved Emirates is in global football. Emirates has utilised football strongly as an integral part of its commercial strategy.

Emirates is a FIFA World Cup partner and contributed to generate $1.6 billion sponsorship revenue for the 2010 World Cup. The same year, Emirates announced a shirt deal with AC Milan for a €64million value over 5 years.

Arsenal is also strongly linked with the airline. In 2012, both parties extended their partnership for another 5 years for €174 million. Seeing Arsenal’s poor sporting results, Emirates put sponsorship pressure on the gunners should they don’t qualify for Champions League.

Emirates also counts PSG within its global teams. A 5 year deal extension to their sponsorship deal was signed this year. A deal reportedly worth €4.1 million a year, is due to expire in 2014.

The Dubai airline also activates fully its marketing rights. In 2012, Arsenal summer toured Asia and Africa under Emirates’ wings.

Next on Emirates’ list is Real Madrid. The spanish club whose deal with Bwin amounts to “only” €19.5 million will see a significant increase on this revenue stream. It is reported that the deal with Emirates is between €24 million to €26 million over 5 years. 

Strong clubs, a solid partnership with the FIFA World Cup and meaningful global activations. For Emirates, the sky is the limit!

Karl Lusbec

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