Emirates keen to renew Arsenal sponsor deal

Deal was the biggest in English football history when signed in 2004.
Emirates airline, NEWS

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Emirates Airline has said it is hoping to renew its partnership with Arsenal Football Club when its current deal expires in 2021.

The £100m ($157m) agreement, which includes shirt sponsorship and the rights to have the club’s London stadium named after the airline, was the biggest in English football history when signed in 2004.

The 15-year contract was implemented two years later, and Sir Maurice Flanagan, the executive vice chairman of Emirates Airline, said the “fantastic bargain” costs the airline US$8m a year, according to UAE daily The National.

“The sponsorship deal will run until 2021 and will doubtless be renewed. We are very happy with it. For Emirates it is an extremely cost-effective way of maintaining worldwide exposure for brand Emirates,” he said.

“Our sponsorship deal with Arsenal is spread over a number of years,” he added. “Annually it comes to around $8m, a fantastic bargain. We measure the ROI [return on investment] in terms of the worldwide value of the television exposure, using well-established criteria, incorporating all our markets.”

According to the newspaper, Flanagan said the Arsenal sponsorship had helped to build the airline’s brand in the Middle East as well as globally.

“The starting point of our sponsorship of the Arsenal shirt and stadium is that Arsenal are among the top two or three clubs in the English Premier League and so their matches attract world-wide attention,” he said.

“The coverage which they receive is global, which of course accounts for the Gulf market where their matches are widely viewed.”

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