Emirates has signed a new sponsorship agreement with Spanish football giants Real Madrid.
The new five-year deal will see the Dubai-based airline place its logo on the club’s famous white shirts until the end of the 2017-18 season.
The announcement was made last week at Real Madrid’s Santiago Bernabéu Stadium, in the presence club president Florentino Perez and Emirates’ chairman & chief executive, HH Sheikh Ahmed bin Saeed Al Maktoum.
Starting next season, the ‘Fly Emirates’ logo will appear on the front of Real Madrid’s playing and training kits. The terms of the agreement also include an Emirates-branded VIP Lounge at the stadium, player access and further advertising rights at the Bernabéu.
“The announcement of our shirt sponsorship propels our relationship with Real Madrid to a whole new level. Aligning ourselves with an international powerhouse like Real Madrid helps to amplify our brand message by creating more meaningful connections with sports fans around the world. In this case, we are engaging with one of the largest fan-bases in the world,” said Al Maktoum.
“The club has been a key catalyst in the growth of our brand and business in Spain and we are confident that the new shirt sponsorship will continue our momentum,” he added.
The Real Madrid deal continues Emirates’ strategy of sporting sponsorships, which also includes Paris St Germain, Arsenal and AC Milan, plus rugby, cricket, sailing and Australian rule football teams and tournaments, golf and tennis events, plus horse and motor racing.
It also means that, for the first time, airlines will now sponsor Spain’s top two football teams, after Qatar Airways earlier secured a deal to place its branding on the shirts on FC Barcelona.
Emirates currently offers 21 weekly flights to Spain, including double daily flights to Madrid and a daily flight to Barcelona.