During a press conference at Casa Milano, Sir Tim Clark, President Emirates Airline and Barbara Berlusconi, President AC Milan, presented a new five-year sponsorship deal. Therefore, the Fly Emirates logo will appear on Milan’s jersey until the 2019/2020 season.
The signing with Italy’s most well-known football club, AC Milan, brings a valuable partner for Emirates marketing brand, says Mr. Clark, and makes the company a Top Institutional Sponsor for football brands. In terms of football sponsorships, in fact, Emirates has agreements with a number of other high profile teams (such as Arsenal FC) and sport organizations (like FIFA).
The renewal of AC Milan contract is an important strand to Emirates’ sponsorship portfolio at European club level. Since the 2010–11 season, Emirates has been proud sponsor of the prestigious Italian club, which is one of the most successful Italian football league in Serie A, if not in world football in terms of international cups with 7 UEFA Champions League titles and 18 domestic trophies to their name.
Emirates Airline is sponsor of some of today’s most valuable football teams, which have leveraged their on-field performances into multi-billion dollar operations. When it comes to jersey sponsorship income, Fly Emirates’ deals with top clubs do help boost their total annual revenue. Needless to say, Emirates and AC Milan’s agreement to become the club’s official shirt sponsor has driven media exposure of both parties. And it is no surprise that many football superstars from the AC Milan squad do fly Emirates internationally.
From a branding perspective, the agreements are an important marketing vehicle. In fact, they have brought some of the world’s best teams to go head-to-head for the Emirates Cup trophy. Clubs such as Emirates sponsored AC Milan and English Premier League club Arsenal FC have competed in the tournament. Such an event with renowned teams has helped the airline to become one of the most prominent brands within football and a favorite for many travelers.
According to Emirates, the international airline of the UAE, this exciting shirt sponsorship deal that consists of “branding rights at AC Milan’s San Siro stadium as well as at their Milanello training ground alongside ticket and hospitality benefits,” demonstrates the determined support for the Italian football team. It also helps forming deeper connections with AC Milan fans by enhancing their experience by committing to Italy’s most prestigious football league events. The connection is meant to shows support of a club that mirrors the drive and ambitions of Emirates.
Though Emirates is also involved in other sports as a sponsor, football has the power to unite like no other sport. Therefore, Emirates plans to expand its shirt sponsor and position its brand on the most successful clubs in the world.