Emirates has signed a deal to become the founding partner and exclusive international airline of the Guinness International Champions Cup, the eight-team soccer tournament that comes to the United States this week and culminates with a final in Miami on Aug. 7.
Also, Adidas has signed on as provider of the official ball and apparel sponsor of the tournament, and Geico and Toyota Scion have been named official sponsors.
Terms of the deals were unavailable. The agreements were made on behalf of the tournament by Insignia Sports & Entertainment, a sister company at RSE Ventures of Relevent Sports, which is organizing the event. Insignia worked on the deals directly with representatives of the four brands, without agency involvement.
“Corporate partners continue to show huge enthusiasm for soccer and for being a part of this brand new property,” said Peter Murray, Insignia president and CEO.
The tournament, which will be broadcast on Fox and Fox Soccer, features European clubs Real Madrid, Chelsea, A.C. Milan, Juventus, Inter Milan, Valencia and Everton along with MLS’s Los Angeles Galaxy. After kicking off in Spain this past weekend, six U.S. venues will play host to matches in the coming days, ending with the championship at Sun Life Stadium.
Emirates, which is the sole founding partner of the tournament, plans to promote its new route from New York to Milan. It receives as part of its agreement sideline signage, on-site activation, tickets and hospitality, among other deal points. Geico, Adidas and Scion receive in-stadium video board and public address announcements, digital and social media promotion, and tickets and hospitality. Scion also will have car displays at the sites of the matches.