BrandArena: Emirates adds Benfica to football line-up

Tuesday 29 July 2014

Emirates adds Benfica to football line-up

Emirates and Sport Lisboa e Benfica (Benfica), Portugal’s most successful football club, have signed a three-year agreement. Emirates is now the Official Airline Partner of the club until 2016.

The deal comes just two years after Emirates began flights from Dubai to Portugal, and highlights the airline’s on-going commitment to expand its presence in the country. Lisbon joined the Emirates network in July 2012 and all four daily Emirates flights from New Zealand provide direct connections at Dubai with the Lisbon services.

The announcement was unveiled overnight by Hubert Frach, Emirates' Divisional Senior Vice President Commercial Operations West, and CEO of Benfica, Domingos Soares de Oliveira, during a press conference held in Estádio do Sport Lisboa e Benfica.

Hubert Frach said: "We see our partnership with Benfica as an opportunity to connect with football fans in Portugal as well as the 14 million fans of the club spread across the world. Benefica has a growing international reputation as one of the most successful clubs in European football history, and fits in perfectly with our own rapidly expanding worldwide network."

Domingos Soares de Oliveira said: "This day represents a new milestone for Sport Lisboa e Benfica because we celebrate new relationship with Emirates that allows us to partner with one of the most innovative brands in the world. Together, we share the same passion for what we do and I am confident that this partnership with Emirates will help us further connect with all of our passionate supporters around the globe."

Benfica will play a key role in Emirates’ sponsorship portfolio made of top sporting clubs, tournaments and high profile cultural events worldwide.

Emirates’ football sponsorship portfolio includes: FIFA, Arsenal FC, Real Madrid, AC Milan, Paris Saint Germain (PSG), Hamburger SV, Olympiacos FC, Arsenal Soccer Schools Dubai, The Emirates Cup and the Saudi Professional League.

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