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SBD Global/May 31, 2013/Marketing and Sponsorship

Emirates Airline Will Pay Up To $196M For Five-Year Deal As Real Madrid's Main Sponsor

Real Madrid has agreed to a new shirt sponsorship deal with Emirates airline for the next five seasons, according to Mark Elkington of REUTERS. Real Madrid President Florentino Pérez: "It is a new era for two global brands that will help us in our quest for new triumphs. It is one of the most important agreements in the history of the club" (REUTERS, 5/30). In Madrid, José Félix Díaz reported the price that Emirates will pay for the Real Madrid shirt for the next five years is €150M ($195.6M). Real Madrid is guaranteed €25M ($32.6M) per season, a value that could reach €30M ($39.1M) depending on Real Madrid's athletic success. Emirates becomes Real Madrid's main sponsor, filling a spot that online gambling company bwin took over in '07 for €20M ($26.1M) per season (EL CONFIDENCIAL, 5/30). THE NATIONAL reported "the new agreement also contains a number of additional hospitality rights, including a branded VIP Lounge at the stadium, additional player access and further advertising rights." Emirates Airline Group Chair & CEO Sheikh Ahmed bin Saeed Al Maktoum said, "The announcement of our shirt sponsorship propels our relationship with Real Madrid to a whole new level. Aligning ourselves with an international powerhouse like Real Madrid helps to amplify our brand message by creating more meaningful connections with sports fans around the world." Sheikh Ahmed said earlier this year that his company's '13 sponsorship spending would be about Dh1B ($272.3M) (THE NATIONAL, 5/30).
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