Emirates Extends Partnership with AC Milan; Real Madrid and Valencia Announce New Partnerships

Emirates has sponsored AC Milan since 2007. (AC Milan)

Italian soccer giants AC Milan have once again renewed their shirt sponsorship agreement with long-standing partner Emirates, the Dubai-based airline, with the pair set to mark 20 years since their first tie-up.

Emirates will continue as the official airline partner and principal partner of the club, with the airline’s ‘Fly Better’ logo remaining on the front of the men’s first team shirts across all major competitions, including domestic league Serie A, Coppa Italia knockout competition, pan-European UEFA competitions, and international FIFA fixtures, as well as all international friendlies.

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The logo will also remain on the shirts of AC Milan Academy youth players, while the airline will continue to receive branding presence, including LED displays of its brand in stadiums and training centres for all home matches, exclusive digital content, fan engagement experiences, and premium hospitality.

The partnership will also feature new initiatives for fan engagement, including global watch parties hosted at select international locations.

Maikel Oettle, chief commercial officer of AC Milan, stated: “The renewal of our partnership with Emirates stands as testimony to one of the most historic and admired collaborations in football, a shared journey that looks to the future with ambition and vision.

“Emirates will continue to stand by our side, helping us strengthen the club’s solid foundations and, together, connect new generations of fans around the world while creating unique experiences that go far beyond the pitch.”

Emirates has sponsored AC Milan since 2007, with the airline becoming a top institutional sponsor in 2008, before securing the official jersey sponsorship designation ahead of the 2010-11 season.

Other high-profile soccer teams in the airline’s sponsorship portfolio include Real Madrid (Spain), Arsenal (England), Benfica (Portugal), and Olympique Lyonnais (France).

German soccer giants Bayern Munich became the latest team to partner with Emirates in a deal running from 2025-26 to 2031-32 in August.

Along with soccer clubs, the airline also has sponsorships in place with England’s knockout competition, the FA Cup, while in the UAE, the airline supports the UAE Pro League.

Elsewhere, Spanish giants Real Madrid have renewed their partnership with software engineering firm Softtek, which will continue to implement the club’s digital transformation.

That renewal will see Softtek continue to evolve the club’s digital ecosystem, strengthening its infrastructure and improving the user experience, as it has done since the partnership first started in 2022.

Emilio Butragueño, director of institutional relations at Real Madrid, said: “Renewing our partnership with Softtek reaffirms a shared commitment to excellence and innovation.

“Softtek is a strategic partner that shares our digital vision and our aim to put the fans at the centre of every initiative.”

Meanwhile, fellow LaLiga club Valencia has hired international real estate firm CBRE to sell the land where its current home ground, the Mestalla, stands after the club moves to its Nou Mestalla stadium.

The plot of land is due to be vacant by mid-2027 once Valencia moves to its new home and offers potential for residential and tertiary uses, including hotel and office space.

The sale will be led by CBRE’s Sports division, which specializes in maximizing the value of sports assets and enhancing urban and social environments.

Previous sales include the Celta360 Sport City (RC Celta de Vigo) and the Everton Stadium (Everton FC).

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How does Emirates utilize its football sponsorships beyond simply displaying its logo on jerseys?

Emirates’ Continued Commitment to Football: AC Milan Extension

Emirates, teh global airline and a prominent supporter of sports, has announced an extension of its partnership with Italian football giants, AC Milan. This renewed collaboration builds upon a relationship that began in 2007,solidifying emirates’ position as a key sponsor in the world of football.The extended deal will see the Emirates logo continue to feature prominently on AC Milan’s jerseys, further enhancing brand visibility for both organizations.

This isn’t just about logo placement; the partnership encompasses a range of initiatives, including:

* Fan Engagement: Joint campaigns designed to enhance the fan experience, both at the stadium and online.

* Community Programs: Collaborative efforts focused on supporting local communities through football-related initiatives.

* Brand Activation: Integrated marketing activities leveraging the global reach of both Emirates and AC Milan.

* Exclusive Travel Packages: Opportunities for fans to travel to matches with Emirates,including premium travel experiences.

The extension underscores the value Emirates places on its long-term sports sponsorships, viewing them as crucial for brand building and reaching a global audience. Airline sponsorships in football are a significant investment, and this renewal demonstrates a clear return on investment for Emirates.

Real Madrid Secures Emirates sponsorship: A New Era

in a significant growth, Real Madrid has announced a new partnership with Emirates.While specific details are still emerging, the agreement is expected to be a multi-year deal encompassing shirt sponsorship, stadium branding, and various marketing collaborations. This marks a major win for Real Madrid, securing a high-profile sponsor known for its commitment to excellence.

Key aspects of the Real Madrid-Emirates partnership are anticipated to include:

1. Shirt Sponsorship: Emirates branding on the iconic Real Madrid jersey, a highly visible placement.
2. Santiago Bernabéu Branding: Extensive branding opportunities within the Santiago Bernabéu stadium.
3. Digital Marketing: Collaborative digital campaigns targeting a global audience of football fans.
4. exclusive Member Benefits: Special offers and experiences for Real Madrid members and Emirates Skywards members.

This partnership is strategically important for both parties. For Real Madrid, it provides substantial financial resources to support its ambitions on and off the pitch. For Emirates, it offers access to one of the most prestigious and globally recognized football clubs, enhancing its brand image and reach. The impact on football merchandise sales and brand awareness is expected to be substantial.

Valencia CF Joins the Emirates Family: Expanding Footprint in La Liga

Valencia CF has also announced a new sponsorship agreement with Emirates, further expanding the airline’s presence in Spanish football. This partnership will see Emirates become the official airline partner of valencia CF, with branding appearing on the team’s training kits and throughout the Mestalla stadium.

The Valencia CF-Emirates partnership focuses on:

* Stadium Branding: Prominent Emirates branding within the Mestalla stadium.

* Training Kit Sponsorship: Emirates logo featured on Valencia CF’s training apparel.

* Fan Zone Activation: Engaging fan experiences within the Valencia CF fan zone.

* Joint Marketing Campaigns: Collaborative marketing initiatives to promote both brands.

This deal highlights Emirates’ growing interest in La Liga, recognizing the league’s increasing global popularity and the potential for brand exposure. It also provides Valencia CF with a valuable financial boost, enabling the club to invest in its squad and infrastructure.

The Broader Impact of Airline Sponsorships in Football

Airline sponsorships in football have become increasingly common in recent years.This trend is driven by several factors:

* Global Reach: Football’s global appeal provides airlines with access to a vast and diverse audience.

* Brand Building: Sponsoring high-profile football clubs enhances brand awareness and strengthens brand image.

* Targeted Marketing: Football sponsorships allow airlines to target specific demographics,such as affluent travelers and sports enthusiasts.

* Loyalty Programs: Partnerships often integrate with airline loyalty programs,offering exclusive benefits to members.

Examples of successful airline sponsorships in football include:

* Qatar airways & Paris Saint-Germain: A long-standing partnership that has significantly raised the profile of both brands.

* Etihad Airways & Manchester City: A highly successful sponsorship that has contributed to Manchester City’s global growth.

* Turkish Airlines & Barcelona: A partnership that has leveraged the global appeal of both brands.

Benefits for Fans: What These Partnerships Mean for You

These partnerships aren’t just about branding and marketing; they also offer tangible benefits for fans:

* Enhanced Fan Experiences: More engaging stadium experiences, interactive fan zones, and exclusive events.

* Travel Opportunities: Opportunities to travel to matches with the sponsoring airline, often with exclusive packages.

* Exclusive Merchandise: Limited-edition merchandise featuring the airline’s branding.

* Community Initiatives: Support for local community programs through football-related initiatives.

fans can expect to see more innovative and engaging activations from these partnerships in the coming months and years, further enhancing their connection with their favourite clubs.

Managing Your Emirates Booking: A Fast Tip

Planning to travel to see your team play? Remember to Manage Your Booking with Emirates to customize your travel experience, select seats, and add services.