Football in the sky: The massive sporting kingdoms of Emirates and Etihad

As both airlines continue to build their brands internationally, their recent investments in European football have taken centre stage, although it is their impact on the entire sporting world that is truly amazing.

For those that don’t already know, Emirates and Etihad are currently in partnerships with European football teams Arsenal and Manchester City FC (Man City), respectively. Both teams are part of the English Premier League, which many consider to be the most talented football league in the world. Nonetheless, this is only the tip of the iceberg for the UAE airline industry. All in all, the attention that these two airlines have generated for the UAE is simply astonishing. In addition to revenue dollars and brand exposure, the increased cultural appeal of the UAE has brought investment opportunities to countless UAE businesses.

The Emirates Empire

When Emirates and Arsenal announced their £100 million (AED 662.2 million) partnership in October 2004, it was the largest sponsorship agreement ever seen in British football and one of the most significant in world sport.

Back then ‘Emirates Stadium’ was not much more than a plan and had no physical structure. After countless hours of hard work and dedication from everyone at Emirates and Arsenal Football Club, the stadium is truly astonishing.

When the 15-year partnership with Arsenal was announced, Emirates felt confident that they had created a global partnership through which they could build their brand and reach new audiences. Research shows that Arsenal has a global fan base of around 27 million people, making the club one of the largest sports brands in the world and one of the biggest in the English Premiership. The agreement, valid until 2021, gives the airline naming rights to the club’s £357 million home, seating 60,000 spectators in a state-of-the-art facility.

Emirates has been committed to sponsorship in both the UAE and around the world for over twenty years, beginning with the first powerboat race held in Dubai in 1987. H.H. Sheikh Ahmed bin Saeed Al-Maktoum, Chairman of Emirates, has said that the airlines’ sponsorships are vital to the airline’s marketing strategy, allowing the brand to share and support the interests of their passengers. In addition to Arsenal, Emirates sponsors several football federations (including the FIFA World Cup), Italian and German-league teams, and a host of other tournaments in golf, rugby, cricket, and racing sports.


Corporate Publicity from Emirates Airlines



The Capital Goes for Gold

Etihad Airways, the Abu Dhabi-based national airline of the UAE, signed a three-year deal to be the official shirt sponsor and partner of Manchester City FC in the summer of 2009. As well as appearing on the world-famous sky blue shirt, the deal places the Etihad Airways’ logo and brand at the City of Manchester Stadium, as well as on the Club website and match day programme and merchandise. The airline and Club also work together on several overseas projects including team tours to the UAE and South Africa, as well as community-based schemes in the United Arab Emirates and East Manchester.

Commenting on the deal, Garry Cook, Manchester City FC chief executive, has said that he is “delighted” by the partnership, which brings his club into closer association with Etihad’s other sport investments.

Etihad Airways has built up an impressive portfolio of international sponsorship partners which includes the Formula 1™ Etihad Airways Abu Dhabi Grand Prix, the Ferrari Formula 1™ team, Harlequins Rugby Football Club, the All Ireland Senior Hurling Championships, the Abu Dhabi Golf Championship and the Etihad Stadium in Melbourne.