The FA Cup will be rebranded as The Emirates FA Cup after the Football Association announced a three-year sponsorship deal with Emirates Airline.
On the day of the FA Cup final, the Football Association announced Dubai-based Emirates had signed a deal to sponsor the oldest knock-out competition in football until 2018.
The deal, which is reportedly worth at least £30m, will begin next season and will see the Dubai-based company become the competition’s lead partner until 2018. The FA had been looking for a new sponsor for the FA Cup since Budweiser ended its three-year association with the tournament last year.
Emirates are currently tied into one of the biggest contracts in football with Arsenal, holding their shirt sponsorship rights until 2019 and stadium naming rights until 2028.
FA chairman Greg Dyke said: ‘Emirates’ commitment to our sport is evident and securing such an iconic and forward-thinking lead partner for the FA Cup is great news for us, the fans and for the whole game.
‘The partnership will help take the tournament to new audiences, inspire interest in football from across the globe and allow us to continue our investment into the game at all levels.
‘I know there will be traditionalists who take issue with the subtle renaming, but all of the money the FA receives from partnerships such as this goes back to the game at all levels. I want and expect to increase our funding into the very areas that need it most – grass-roots facilities, coaching and young player development.
‘Partnerships like this only enhance our opportunity to support football throughout the country.
‘The money we receive from this will all get spent building new all-weather pitches around the country. And I think that is worth the deal.’
Sir Tim Clark, president of Emirates Airline, which also sponsors Arsenal, said: ‘Football is a truly global sport, a unifying factor in many communities and nations across the world. Never is this more evident than with the FA Cup, which has an unrivalled heritage and draws a global audience of more than 1.1billion people.
‘The spirit of the competition, far play, and sparking the passions of a global audience, are all values we share at Emirates.
‘That is why we are proud to be the first title sponsor of the tournament and we look forward to a long-term partnership to support and connect fans to their teams both here in the UK and across the world.’ [Source: DailyMail]
Emirates has become a true global football partner. Emirates has an equally impressive portfolio of sponsorships at European club level with partnerships including AC Milan, Real Madrid, Paris Saint-Germain and of course Arsenal.
In 2004, Emirates and Arsenal Football Club signed the biggest club sponsorship in English football history. The deal included naming rights to the new stadium, which is known as the Emirates Stadium, as well as an eight-year shirt sponsorship deal from season 2006/07.
A partnership with the Asian Football Confederation allows Emirates to be visible within the important markets in Asia.