Emirates is to pull its A$2M sponsorship of VRC's Emirates Stakes. GETTY IMAGES
The "long-term relationship" between outgoing Melbourne Cup sponsor Emirates and Victoria’s spring racing carnival is "almost certainly over," as the airline revealed it was set to cut its sponsorship of the A$2M ($1.5M) Emirates Stakes after talks with the Victorian Racing Club "stalled," according to Nick Tabakoff of THE AUSTRALIAN. Emirates Communications, Marketing & Brand SVP Boutros Boutros said that Emirates had not agreed to terms with the VRC. He said, "They sent us a proposal, we didn't like it. It wasn't financially suitable for us." In December, the airline "placed a number of its Australian sponsorships under review." Boutros "wants more sporting partnerships with global exposure, and catering to specific markets." He said that meant Emirates "planned to hang on" to its A$7M ($5.5M)-plus sponsorship of Australian Open tennis, given its "massive" int'l profile, but "ditch the VRC sponsorships that have less of a global profile." At this stage, he "plans to hang on" to Emirates’ A$2M a year sponsorship of Australian Football League side Collingwood and its partnerships with the Sydney and Melbourne symphony orchestras. News of Emirates' "likely departure" from the racing carnival came on the day the VRC confirmed that luxury carmaker Lexus would replace the airline as the VRC's principal partner and the new sponsor of the Melbourne Cup on a multi-year deal (THE AUSTRALIAN, 2/13).
