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Football sponsorship takes off for global aviation Middle Eastern airlines have been on the ascendancy for over a decade. Brash newcomers seeking to disrupt a market dominated by legacy carriers notorious for highcosts and poor services. What better way to announce your arrival than through sponsorship deals? And what bigger stage than international football?
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With the FIFA World Cup 2014 in Brazil just around the corner carriers are redoubling their efforts to be associated with the best teams in what is sure to be a bumper year. Take Emirates, an industry leader in this field.
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The airline was confirmed as the Official FIFA Worldwide Partner for the 2014 World Cup last year and Emirates will be present to share the occasion with fans and players from around the world. With a long and successful history in the game, football is embedded into the Brazilian way of life and Emirates is looking to bring fans closer to the game they love. South America is an important and growing market for the carrier, which currently serves three of its major cities with daily flights from Dubai;
Rio de Janiero, Sao Paulo and Buenos Aires. But that is just the tip of the iceberg for Emirates. The airline also maintains deals with the Asian Football Confederation, Arsenal FC, AC Milan, Paris Saint-Germain, Hamburger SV, Real Madrid, Olympiacos FC, Arsenal Soccer Schools Dubai, The Emirates Cup, and Zain Saudi Professional League – taking its brand around the world. In December 2012, Emirates renewed its sponsorship deal with Arsenal, extending the airline’s relationship with the English Premier League club, which dates back to 2004. The new £150 million deal grants Emirates a five year extension to its shirt partnership with the club until the end of the 2018/2019 season.