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SBD Global/December 7, 2012/Marketing and Sponsorship

Fly Emirates In Final Stages Of Sponsorship Extension With Paris St. Germain

Emirates Airline is "set to follow up" its £150M ($241.5M) sponsorship deal with Arsenal by sealing a new five-year shirt agreement with Paris St. Germain, according to Alam Khan of SPORT 360. The Dubai-based carrier is in "advanced talks" with the Paris club’s Qatari owners to extend its current contract, which ends next summer. Emirates Airline Corporate Communications VP Boutros Boutros said, "We are in the final stages and hope we can announce it as soon as we can. The Qataris are very positive and gave us the priority to continue." In addition, Real Madrid could be the next to have the Emirates name on its shirts, but Boutros said discussions on that possibility "will take place at the end of the season" when the agreement with current sponsor Bwin ends (SPORT 360, 12/6). SPORTUNE noted PSG's current deal with Fly Emirates "is worth less than" €10M ($13M) annually. If a new deal is signed "expect an important increase" in the amount of money the club will receive. Such an agreement "would not stop the club from finding an eventual parent sponsor down the road" (SPORTUNE, 12/6).
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