By Andrew Warshaw
April 18 – Emirates Airlines is on the verge of capturing its most prestigious shirt sponsorship deal to date by agreeing a partnership with Real Madrid believed to be worth up to €30m a year, according to reports in Spain.
It is understood the deal, for between 4-6 years and which will be the highest value sponsorship in Real’s history, is still being negotiated. It is expected to be formally announced within the next two weeks.
Emirates, which already has an agreement with Real Madrid to advertise at the Santiago Bernabeu Stadium, has become established as the shirt sponsor for Arsenal, Paris Saint Germain and AC Milan.
The high-profile deal with Real Madrid won’t affect any of the current arrangements and gives Emirates an even greater platform as one of European football’s most visible sponsorship partners.
Real’s partnership with current shirt sponsor Bwin ends at the end of the current season after six years.
Emirates is increasingly using sports sponsorship as a key part of its commercial strategy. As well as having the Emirates logo on their shirts Arsenal also have a stadium naming rights partnership with the airline.
According to Dubai-based English language newspaper Gulf News, a spokesperson at the airline said: “Yes we confirm that we are talking to Real Madrid about shirt sponsorship but the contract is not finalised yet.”
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