Emirates and Real Madrid tie up

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Real Madrid C.F., in their new ‘Fly Emirates’ shirts pose with Emirates Airline cabin crew.
Real Madrid C.F., in their new ‘Fly Emirates’ shirts pose with Emirates Airline cabin crew. Photo-Emirates

UAE-based Emirates Airline enters into a five year shirt sponsorship deal with Real Madrid, a top Spanish football club, until the end of the 2017/2018 season.

The deal is believed to be worth around USD 160 million. Sheikh Ahmed bin Saeed Al Maktoum, chairman and chief executive, Emirates Airline & Group and Florentino Perez, club president of Real Madrid, have made a public announcement about the agreement.

Sheikh Ahmed bin Saeed Al Maktoum; “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. 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 of integrating our brand with the iconic Real Madrid brand, generating authentic fan experiences around the world.” 

A statement by the Spanish side reads that it would “allow us to continue competing at the highest level worldwide.”

After the announcement, a newly branded kit was unveiled to the media. The new kit would be worn by some of the biggest football stars in Real Madrid’s lineup, which include Cristiano Ronaldo, Sergio Ramos, Iker Casillas and Karim Benzema. The ‘Fly Emirates’ logo will appear on the front of Real Madrid’s playing and training kits.

Under the deal, the airline would also be able to enjoy additional hospitality rights, including a branded VIP Lounge at the stadium, additional player access and further advertising rights. Highly visible branding of the airline would also be available at the Santiago Bernabéu Stadium.

Real Madrid is rated as one of the most successful clubs in European football, winning a record 32 La Liga titles and nine UEFA Champions Leagues.  The club has been a part of Emirates’ impressive sponsorship portfolio since 2011. Emirates Airline has been actively pursuing prestigious sporting events and clubs for sponsorship deals in recent years to enhance its brand image.

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