From football to tennis to the NBA, Emirates tapping the power of sports
The UAE flag carrier is also exploring opportunities within emerging sectors such as women’s sports and e-sports, says executive VP Boutros Boutros
[SINGAPORE] There are perhaps few brands out there that are as omnipresent on the global sporting stage as Emirates.
With its logo emblazoned across Arsenal and Real Madrid football jerseys, at tennis stadiums from Melbourne to Madrid, and even courtside at NBA matches, the Dubai-based carrier has steadily built a sponsorship portfolio that is as vast as its flight network.
But it is football that stands out for Emirates, as its ability to “captivate and inspire” audiences around the world makes it one of the most “commercially effective” platforms for the airline, said Boutros Boutros, the company’s executive vice-president for corporate communications, marketing and brand.
“As one of the world’s most popular sports, football offers unparalleled reach, connecting over five billion fans across continents,” he said in an e-mail interview, ahead of Arsenal’s pre-season friendly against Italian club AC Milan at the National Stadium on Wednesday (Jul 23) night.
This is the first of two games at this week’s Singapore Festival of Football. The Gunners (Arsenal’s nickname) will also play fellow English Premier League (EPL) team Newcastle United at the same venue on Sunday.
“The game provides year-round engagement opportunities, with matches and tournaments watched by millions worldwide,” he added.
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“Football also helps us build deeper emotional equity with our customers, as the passion and loyalty of fans often extend to the brands they associate with their favourite teams.”
Emirates began its relationship with Arsenal back in 2006, with its current sponsorship deal lasting until 2028 – making it the longest-running deal in the history of the EPL. The deal includes the naming rights to Arsenal’s Emirates Stadium in North London.
The airline’s ties with AC Milan are similarly deep and goes back to 2007. Its logo currently appears on the men’s first team and academy kits, with the deal extending to 2031.
Arsenal and AC Milan are flagship assets in a football portfolio that also includes Real Madrid, Benfica, Olympique Lyonnais, and England’s FA Cup, alongside domestic leagues such as the UAE Pro League.
“Partnering with renowned clubs like Arsenal and AC Milan provides Emirates with strategic value by connecting our brand to multi-generational, global audiences,” said Boutros.
Beyond the pitch
While football remains the cornerstone, Emirates is also one of the most prominent sponsors in tennis, holding rights across all four Grand Slam tournaments – the Australian Open, French Open, Wimbledon and the US Open – as well as over 60 other tournaments globally.
“Tennis allows us to engage with premium audiences and reinforces our association with excellence and prestige,” said Boutros.
That prestige is mirrored in the company’s involvement in golf and even horse racing which “helps us cultivate relationships with high-net-worth individuals while celebrating tradition and heritage”.
Beyond sports, Emirates also sponsors arts and culture initiatives, including music, film and literature events.
As consumer habits evolve, Emirates has adapted its activations to match.
“We have expanded live football coverage on our in-flight entertainment system, added behind-the-scenes content, trivia games and real-time notifications,” said Boutros. “We also work with clubs and leagues to create exclusive digital content, virtual-reality experiences and multi-view streaming options.”
Calculated playbook
At Emirates, sponsorship decisions are not made lightly as it employs a cross-functional team spanning marketing, communications and commercial departments to evaluate each opportunity.
Boutros cited the Porsche Singapore Classic golf tournament as a successful recent example.
“It resonates with a sophisticated demographic – business leaders and frequent flyers – and provides strong on-ground visibility and digital storytelling across South-east Asia, Japan and South Korea,” he said.
He also said that horse racing events helps the carrier cultivate relationships with high-net-worth individuals while celebrating tradition and heritage, particularly though events such as the Dubai World Cup.
Emirates is also constantly exploring opportunities within some emerging sports sectors, such as women’s sports and esports
“These areas have demonstrated rapid growth and increasing global influence, and resonate strongly with modern audiences,” said Boutros.
Earlier this month, Emirates and World Rugby announced a new partnership which will see the airline become an official partner of the Women’s Rugby World Cup 2025, which begins on Aug 22 in England.
While Emirates’ current sponsorship empire is vast, the airline is playing the long game and expanding its portfolio – one shirt, stadium, and game at a time.
Tickets for the Singapore Festival of Football can be purchased on Ticketek.
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