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SBD Global/November 26, 2012/Marketing and Sponsorship

Emirates Airlines Waits For FIFA To Improve Its Public Image Before Renewing Sponsorship

Emirates airlines "wants evidence FIFA is eradicating corruption and the scandal-hit organization's public image is improving before renewing its sponsorship," according to Rob Harris of the AP. The Dubai-based carrier's $195M, eight-year sponsorship of world football's governing body expires in '14. Emirates Senior VP Boutros Boutros said Friday that the airline "has yet to see enough progress since FIFA President Sepp Blatter instigated a reform drive to prevent a repeat of scandals that have damaged the credibility of the organization in recent years." Boutros said, "So far they talk a lot about them, but we are yet to see. They look serious about it, and we are optimistic. We hope they will work on it and do what the public want ... we are waiting until after 2014 to evaluate." Asked if Emirates "will ensure FIFA is no longer perceived to be a tainted organization before agreeing on a new deal," Boutros responded: "Definitely" (AP, 11/23).
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