Emirates Airlines is not losing grip on its extensive presence in sport, renewing its arrangement with S.L. Benfica of Portugal’s Primeira Liga.
The top-flight Lisbon side has retained Emirates as a partner for the next five years, with the sponsorship arrangement now set to conclude in 2029. Emirates became the club’s official airline partner in 2014, with the deal strengthened in 2015 with a front-of-shirt arrangement.
Under the terms of the new partnership, Emirates’ branding will remain on the front of Befica’s jerseys. Emirates’ objectives include promoting its 14 weekly flights to Lisbon, as well as trade connections between Portugal and the UAE, with Emirates one of the two sovereign airlines of the Middle Eastern nation.
“We are thrilled to extend our partnership with Emirates, a brand that epitomises excellence and ambition,” said Rui Costa, SL Benfica President.
“This renewal is a testament to the success of our collaboration over the past years and our shared vision for the future. Together, we will continue to soar and achieve even greater success.”
Emirates is a familiar name to sports fans, particularly in football. As well as its long-running deal with Benfica, the company is partnered with Serie A’s AC Milan, La Liga’s Real Madrid and the Premier League’s Arsenal.
The firm’s visibility is perhaps most notable in England. Not only is Emirates the stadium and shirt sponsor of London’s Arsenal, but it is also the title sponsor of the FA Cup knockout tournament. Outside of football, the company has also built up a presence in rugby, tennis, and golf.
Boutros Boutros, Executive Vice President of Corporate Communications, Marketing and Brand at Emirates, said: “We see the extension of our partnership with Benfica as an opportunity to take the fan experience of the club’s passionate supporters in Portugal and around the world to a new level, as we grow and deepen our association with one of the most successful clubs in European football history.
“It’s also about our investment in Portugal, an integral part of our European network and a destination we’ve been serving for over 10 years, and this partnership illustrates our long-term commitment to the country.”
