Emirates continues FA Cup sponsorship

10 Aug 2017

Emirates will continue as the title sponsor of the FA Cup, the world's oldest club soccer competition, until at least 2021.

The Dubai-based airline has agreed a three-year extension of its deal with English soccer's Football Association (FA). Emirates became the first ever title partner of the 146-year-old competition in 2015.

Financial terms have not been officially released, but Emirates' original deal was widely reported to be worth an annual UK£10 million (US$13 million).

The agreement includes a range of in-venue and media branding rights, with the Emirates logo also featuring on the ribbons tied to the trophy in the winners' colours and Emirates stewardesses appearing at presentations. In addition, Emirates will continue its global activation of the sponsorship. The airline completed an international tour with the trophy in October 2016 and unveiled an Emirates FA Cup-branded A380 aircraft in April.

The first Emirates FA Cup title sponsorship deal came after US beer brand Budweiser ended its presenting partnership with the tournament. The FA Cup went without any sponsorship until 1994.

"We are delighted to be continuing our partnership with Emirates through to 2021," said FA commercial director Mark Bullingham.

 “Working alongside such a well-established and iconic global brand has helped us to make the competition more accessible to fans across the world.

“With the support of Emirates, last season’s competition reached over 912 million fans worldwide. The partnership will also allow us to continue our investment into the game at all levels."

Sir Tim Clark, the president of Emirates, added: "We remain incredibly proud to continue our role as the first ever title sponsor of such a prestigious and historic tournament.

“The spirit of this competition, bringing together both small clubs and Premier League giants alike to face each other before an audience of adoring fans is what drives us to continue our investment in this tournament."


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