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SBD Global/November 7, 2013/Marketing and Sponsorship

Australian Football League Collingwood's Deal With Dubai-Based Emirates Stalls

Australian Football League side Collingwood's 14-year relationship with key sponsor Emirates "is at a crossroads, after the Magpies more than tripled the asking price to extend the airline's uniform deal with the club," according to Mark Hawthorne of THE AGE. Club President Eddie McGuire and Operations Manager David Emerson "flew to Dubai earlier this year and met key executives at the airline, including Boutros Boutros, the senior vice-president of corporate communications." McGuire "presented a range of sponsorship options, all of which included increased benefits for Emirates," but the airline has balked at the A$3.5M ($3.3M) asking price. Boutros said, "'We are in negotiations with Collingwood and those negotiations are continuing this week." Asked directly if Emirates would consider ending its long-term relationship with the Magpies, Boutros replied, ''We are very happy with our relationship with Collingwood … but I think there needs to be a realisation that Australian rules football does not have international exposure, and that … limits how much a deal is worth.'' McGuire "laughed when asked if negotiations with Emirates had derailed over the high price Collingwood is asking." He said, ''It's getting to the pointy end of the deal and the steak knives always come out at this time. I have great admiration for Boutros and Emirates and am sure we can get a deal done" (THE AGE, 11/7).
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