Arsenal’s partnership with airline company Emirates has blossomed into a long-lasting collaboration that has become the envy of many clubs in England and beyond. Emirates has become a key part of Arsenal’s identity. The company has supported the Gunners through major transitions and helped the club expand their global footprint.
A Shared Journey That Began in 2004
The relationship between Arsenal and Emirates officially started in 2004, at a time when English football was entering a new commercial era. Arsenal were preparing to leave their historic home at Highbury and needed a partner to help fund their move to a modern stadium.
Emirates stepped in with a record-breaking agreement that gave the airline naming rights to the stadium and front-of-shirt sponsorship that came into effect in the 2006/07 season. Arsenal went trophyless that season, but it was clear that they had a bright future ahead. The partnership was an ambitious move that benefited both parties.
Both organisations have grown in ways they could not have achieved on their own. Collaborating with a fast-growing global airline helped Arsenal reach more fans around the world. At the same time, Emirates benefited from gaining international exposure through its association with one of the biggest and most successful clubs in England. The company used Arsenal’s popularity to introduce its brand to millions of fans around Europe, Asia, Africa and North America.
Naming Rights and a Front-of-Shirt Legacy
The Emirates Stadium is the clearest testament to the long-running alliance between both parties.
Emirates’ naming rights helped Arsenal complete the project without compromising the club’s financial stability, and the stadium has since become a defining part of the club’s history.
At the time, it represented a new chapter for Arsenal and also gave Emirates a permanent place in English football culture. Arsenal and Emirates recently renewed their partnership until 2028, which will take their historic alliance up to 22 years. Not many clubs in the world can brag about a naming rights agreement that has lasted as long as the Arsenal-Emirates partnership or even held the same cultural value.
Emirates has featured on the front of every Arsenal kit since 2006, including the men’s, women’s and academy teams, making it the longest-running kit sponsorship in Premier League history. Each time Arsenal extends their partnership with Emirates, it comes with a huge investment. Emirates renewed its sponsorship in a mouth-watering £150 million package in 2012, making it one of the biggest deals in football at the time.
Six years down the line, Arsenal and Emirates smashed their own record when they signed a five-year contract extension worth more than £200m to extend their long-running sponsorship deal.
The Impact of the Alliance in the UAE
Arsenal’s partnership with Emirates has also helped the club to establish a strong fan base in the United Arab Emirates (UAE). The Gunners became one of the most supported European clubs in the UAE, and that growth sparked a notable increase in betting activity across the country.
With more fans showing interest in Arsenal’s performance, UAE betting sites started expanding their offerings to include Premier League markets. The partnership also played a key role in convincing the country to adopt a more relaxed, forward-thinking approach toward sports betting.
The Middle Eastern nation was once vehemently opposed to gambling of any form, but it has shifted its regulatory landscape over the past couple of years. The UAE has become the first Middle Eastern nation to legalise betting, and has set up a framework that ensures bookmakers and punters play by very strict rules.
The betting surge in the UAE also presents a new opportunity for Arsenal to further cement their status. Increased sports engagement in the UAE increases interest in Premier League football, and the partnership with Emirates places Arsenal at the centre of that attention.
Taking Over the World One Continent at a Time
We’ve extended our shirt sponsorship with @Arsenal until 2024. That makes it the longest running partnership in Premier League history! https://t.co/q9VaWuVDm7 pic.twitter.com/su3DJQYjZt
— Emirates (@emirates) February 19, 2018
The alliance between Arsenal and Emirates stretches well beyond England and the UAE. Emirates has a global network of over 140 destinations. That paves the way for Arsenal to travel to more regions for pre-season tours, opening new markets and connecting with supporters around the world.
Tours backed by Emirates have helped Arsenal expand their fan base in East Asia, the Middle East, Africa, Australia and North America. One initiative that helped Arsenal cement their status as a global powerhouse was ‘Global Gooners’. Launched in partnership with Emirates, the campaign allowed Arsenal to invite friends and families from all over the world to the Emirates Stadium. Emirates has also played a huge role in youth development through the Arsenal Soccer School in Dubai.
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