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SBD Global/April 15, 2013/Marketing and Sponsorship

Real Madrid To Sign Shirt Sponsorship Deal With Emirates Worth More Than $39M A Year

Real Madrid's kit will soon take on a new look as Emirates Airline agrees to $39M annual sponsorship deal.
A senior official at Dubai's Emirates Airline said that the airline "is set to sign a shirt sponsorship deal with Real Madrid" worth up to €30M ($39.3M) a year, in the latest high profile sports investment by the Middle East carrier, according to Rory Jones of the WALL STREET JOURNAL. The official said that a deal "is expected to be signed in the next three to four weeks and the Emirates logo will appear on the La Liga club's shirts for a duration of between four and six years." Emirates "has an agreement with Real Madrid to advertise on its sign boards at the Santiago Bernabéu Stadium, as well as some hospitality rights." The airline "is also the shirt sponsor" for EPL side Arsenal, Ligue 1 club Paris St. Germain and Serie A club AC Milan (WSJ, 4/14). In Dubai, Ashley Hammond reported Emirates airline has confirmed that it is "in shirt sponsorship negotiations" with Real Madrid. An airline spokesperson said, "Yes, we confirm that we are talking to Real Madrid about shirt sponsorship, but the contract is not finalized yet" (GULF NEWS, 4/14). MARCA reported the club "will sign an official sponsorship deal with Fly Emirates" on April 30. Real's new deal "is the most expensive in the club's history" (MARCA, 4/12). In Abu Dhabi, Ola Salem reported the sponsorship "will not effect Emirates' deals with other teams" (THE NATIONAL, 4/14).
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