x Abu Dhabi, UAEMonday 24 July 2017

Emirates signs new shirt sponsorship deal with Real Madrid

Emirates Airline signs new shirt sponsorship deal with Real Madrid until the 2017-2018 season.

From left: Real Madrid's Karim Benzema, Iker Casillas and Xabi Alonso with the new kit. Courtesy Real Madrid
From left: Real Madrid's Karim Benzema, Iker Casillas and Xabi Alonso with the new kit. Courtesy Real Madrid

Emirates Airline on Thursday said it had signed a new agreement granting the airline a five-year shirt sponsorship of Real Madrid until the end of the 2017-2018 season.

The deal was announced by His Highness Sheikh Ahmed bin Saeed Al Maktoum, the chairman and chief executive of Emirates Airline and Florentino Perez, the club president of Real Madrid.

The newly branded kit was introduced shortly after the announcement and the white jersey will be worn by players like Cristiano Ronaldo, Sergio Ramos, Iker Casillas and Karim Benzema. The 'Fly Emirates' logo will appear on the front of Real Madrid's playing and training kits.

The new agreement also contains a number of additional hospitality rights, including a branded VIP Lounge at the stadium, additional player access and further advertising rights. Emirates will also continue to enjoy highly visible branding at Santiago Bernabéu Stadium.

"The announcement of our shirt sponsorship propels our relationship with Real Madrid to a whole new level. Aligning ourselves with an international powerhouse like Real Madrid helps to amplify our brand message by creating more meaningful connections with sports fans around the world. In this case, we are engaging with one of the largest fan-bases in the world," said Sheikh Ahmed.

Sheikh Ahmed earlier this year said that total sponsorship spending by Emirates this year would be about Dh1 billion.

"The Club has been a key catalyst in the growth of our brand and business in Spain and we are confident that the new shirt sponsorship will continue our momentum of integrating our brand with the iconic Real Madrid brand, generating authentic fan experiences around the world," added Sheikh Ahmed.

"Today, we are entering a new era as Emirates will become the Real Madrid shirt sponsor for the next five seasons, putting its signature brand name on our jerseys. This strategic alliance will have worldwide reach because our organizations touch millions and have a massive following. We are confident about what the future holds for our two global brands who see no obstacles and we are both passionate about leading the way in everything that we do," said Mr Perez.

 

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