Emirates Airline in $195mln partnership with FIFA
DUBAI � Emirates Airline has signed a $195 million partnership deal with football�s governing body, which would give the Dubai-based airline sponsorship rights to all FIFA competitions for seven years from 2007. Emirates is a sponsor of the 2006 FIFA World Cup in Germany. The deal was signed by the airline�s chairman, Sheikh Ahmed bin Saeed Al Maktoum, and FIFA President Joseph Blatter.
The agreement, which runs for seven years from 2007, covers all FIFA competitions. Emirates� largest ever sponsorship deal places it alongside Visa, Coca-Cola, Adidas, Sony and Hyundai among FIFA�s top backers for the period.
Emirates Airline will be the official carrier for tournaments including the 2010 World Cup in South Africa, and the 2014 edition, which is expected to be held in South America.
The Dubai-based airline was already among FIFA�s 15 commercial partners for the June 9-July 9 World Cup in Germany.
�We believe sport is an ideal vehicle to communicate with our passengers and football is a perfect platform for us to share and enjoy their passion and commitment,� Emirates Group chairman Sheikh Ahmed bin Saeed Al Maktoum said in a statement.
In November, Coca-Cola and FIFA extended their partnership in a deal reportedly worth about US$500 million. That agreement runs through 2022, making the American beverage company the only sponsor to commit for so long.
Other FIFA sponsors include Anheuser-Busch, Avaya, Continental, Deutsche Telekom, Fujifilm, Gillette, McDonald�s, Philips, Toshiba and Yahoo.
FIFA said it would now move into the second phase of negotiations for 2007-2014, seeking as many as eight sponsors for the global rights to the World Cup and Confederations Cup.
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