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SBD Global/February 6, 2013/Marketing and Sponsorship

F1 Signs Five-Year Deal With Emirates, Reportedly Worth Around $200M

Emirates Airlines Tuesday announced a five-year sponsorship of F1 in a deal with F1 CEO Bernie Ecclestone "understood to be worth as much as" $200M, according to Meenaghan & Cronin of THE NATIONAL. The announcement marks Emirates' "first foray into elite motorsport for seven years and will result in the airline's branding appearing at 15 races this season." Emirates Airline Group Chair & CEO Sheikh Ahmed bin Saeed Al Maktoum said, "Our message to motor racing fans is 'fasten your seatbelt, and we are joining you for the ride.'" Sheikh Ahmed said the deal marked "another big step" for Emirates as a brand. Ecclestone said that the partnership was worth millions of dollars "but would not be drawn on an exact figure." Ecclestone: "I was told very early on that a gentleman never speaks about last night or money" (THE NATIONAL, 2/5). In Dubai, Alaric Gomes noted four races are exempt from the partnership "because of pre-existing title sponsorship commitments": Melbourne, Bahrain, Abu Dhabi and Monaco. Emirates "has been at the forefront of sports partnerships," now reaching the Dhs 1B ($272.2M) mark in sponsorships. Sheikh Ahmad said, "This new partnership will truly become one of our main associations with a truly global reach" (GULF NEWS, 2/5). Ecclestone said it would now be "the natural thing to do" for Emirates to take its F1 involvement a step further and launch a motor racing team (REUTERS, 2/5). In Dubai, Ted Macauley wrote Ecclestone proves "the sky's the limit when it comes to spreading his Grand Prix gospel worldwide." It is "typical of the sport's supremo that he honoured what was no doubt an Emirates' request to keep quiet on the dealings between them until the details had been trashed out to their mutual satisfaction and benefit." His "delight and complete trust in doing business with associates from the UAE are one of his oft-stated pleasures." Now, "his show will be stylishly placarded around the world at 30,000-feet" (GULF NEWS, 2/5).

SELECT EMIRATES AIRLINE SPONSORSHIPS
TEAM/LEAGUE/EVENT TYPE SPORT
Arsenal FC Stadium naming rights, jersey sponsor Football
ATP World Tour Platinum partner, title sponsor of
ATP Rankings
Tennis
NBA In China Basketball
Houston Texans Suite sponsor American Football
Emirates Australian Open Title sponsor Golf
Breeders' Cup Sponsor Horse racing
Dubai World Cup Sponsor Horse racing
Paris Saint-Germain Jersey sponsor Football
Real Madrid Sponsor Football
AC Milan Sponsor Football
Emirates Airline U.S. Open Series Title sponsor Tennis
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