February 5 – The Emirates airline has agreed in principle to a new 5-year shirt sponsorship deal with Paris Saint-Germain, for an undisclosed sum.
According to Emirates senior vice president, Boutros Boutros, a new deal should be signed this month. Emirates’ current sponsorship of PSG shirts, worth $5.5 million a year, expires in 2014.
“We have a new contract for a new period for the coming five years. It’s just with the lawyers,” said Boutros Boutros. “The principle has already been approved by our senior management and by the club itself.”
Boutros Boutros said he respected the financial fair play regulations and argued that sponsorship is the best way to advertise the Emirates brand.
“I know people criticise us, saying, ‘These guys waste money,’ but I don’t think so,” he said. “It pays off very well for us.”
Emirates are sponsors of Arsenal shirts and hold the naming rights for the Emirates stadium.
Boutros Boutros also looked forward to David Beckham wearing the Emirates shirt, saying: “He is an ambassador of football … a great brand, Beckham, his personal life, his ethics, his charisma, are positive for the sport.”
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