Dubai-based airline Emirates has further bolstered its collection of shirt sponsorship contracts with major European football clubs by agreeing a three-year deal to become the new main sponsor of Portuguese Primeira Liga champion Benfica.
The deal announced today (Tuesday) will result in the Fly Emirates logo appearing on the front of the Benfica jersey until the end of the 2017-18 season.
The fresh agreement comes just 10 months after Emirates signed a deal to serve as the official airline partner of the Lisbon club until 2016. Benfica retained its Primeira Liga title on Sunday and Emirates will now succeed Portugal Telecom’s Meo brand in the main sponsor role.
Along with the Benfica agreement, Emirates’ on-going commitment to expand its presence in the Portuguese market was demonstrated today with the confirmation of a second daily flight to Lisbon, starting in early 2016. Lisbon joined the airline’s route network in July 2012 and since that time nearly 500,000 customers have travelled to and from Dubai, to Portugal.
Emirates president Sir Tim Clark said: “Expanding our connection with Benfica today highlights our commitment to sports sponsorship around the world, a marketing strategy adopted at an early stage of the airline’s 30 years. As one of the top football club’s in Europe and with a strong international appeal, Benfica is well placed to join the Emirates sponsorship portfolio.”