Emirates partners with Arabian Gulf League

Dubai - Dubai-based carrier backs UAE football event for next three years

Emirates Airline signed a three-year, Dh25m sponsorship agreement with the Arabian Gulf League (AGL) to become the official carrier and partner of the UAE top flight on Thursday.
The deal will give the airline brand visibility and on-site advertising at the Arabian Gulf Super Cup between AGL champions Al Ain and President's Cup winners Al Nasr this Saturday night, as well as all 182 AGL games and 45 Arabian Gulf Cup (AGC) matches overall.
In an official statement, Emirates stressed this newly-penned contract 'underscores the airline's ongoing commitment in supporting football as well as connecting with the fan base of the 14 club which make up the UAE's only professional league.' They support and are involved in more than 40 sports sponsorships and events each year in the UAE alone.
"Today (Thursday), we are bringing the love of the 'beautiful game' closer to fans and customers in the UAE and consolidating the country's status as a world-class sports hub and a centre for world-class sporting events," said Shaikh Majid Al Mualla, divisional senior vice president, Commercial Operations.
"We want to align our brand with the league to: strengthen its position as one of the fastest growing leagues in Asia; support its vision to become one of the most professionally run leagues in the region and provide UAE football a platform to thrive at the international level.
"This partnership is not just a commercial deal - it's about the passion we have for the growth of the local football league and its supporters and its ambitions.
"We are confident that this partnership will be a powerful vehicle that will bring Emirates closer to football fans in the UAE and beyond."
Emirates, of course, already has an extensive football sponsorship portfolio in Europe, with existing agreements in place at major clubs like AC Milan, Arsenal, Benfica, Hamburg, Olympiacos, Paris Saint-Germain and Real Madrid.
Shaikh Majid even alluded to it in his speech during yesterday's press conference at Emirates' HQ, adding: "Through the acquisition of sponsorship rights with governing bodies and leading clubs, Emirates has arguably become one of the most prominent brands within football."
It is little wonder then that those connected with the local football scene here warmly welcomed the backing and endorsement of their product.
"The Pro League Committee (PLC) is proud of its partnership with Emirates Airline," admitted Suhail Al Areefi, CEO of the UAE PLC.
"Emirates is one of the world's leading airlines and is an Emirati company with an international pedigree of supporting high-profile, global sporting associations, teams and events - particularly related to football.
"We hope that through associating with Emirates as our official partner, this will assist the development of the Arabian Gulf League both locally and globally."
One way the league here could grow on a worldwide scale is via further interaction with some of the aforementioned sides in Europe and Emirates are well placed to turn such prospective plans into reality.
"Sponsorship has always been a vital component of our marketing strategy," explained Shaikh Ahmed bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority and chairman and CEO of Emirates Airline & Group.
"Through our sponsorship and support of an incredible line-up of global football clubs and popular football events, we have been able to bring major clubs to the UAE to compete in unique tournaments, connecting them to their fans.
"With our new partnership with the Arabian Gulf League, we will be in an even stronger position to add value to the UAE's professional league by capitalising on opportunities that will link local clubs with international football teams through focused collaboration."
alex@khaleejtimes.com