By Staff writer
Dubai airline’s shirt sponsorship deal is up for renewal in June 2015; German club recently avoided relegation
Dubai’s Emirates Airline has hit out at German football club SV Hamburg’s dismal performance on the pitch, just months before the Dubai carrier begins negotiates to renew its sponsorship of the Bundesliga club, it was reported.
The club has had a number of management changes in recent years and in May this year it narrowly avoided relegation to the second division of the Bundesliga.
“The sporting performance must also fit…. The second division is nothing for us because as an airline we fly in the first division,” Thierry Antinori, a vice president at Emirates airline with responsibility for sponsorship, said in an interview with German newspaper Handelsblatt.
Emirates became a shirt sponsor of the German club in 2006 and in 2012 it renewed the deal for another three years. The current agreement runs out in June 2015.
However, Antinori played down suggestions the airline would not renew the sponsorship deal: “We are in general a loyal partner and will soon start the discussion about a continued partnership.”
Emirates sponsors a number of European football clubs, including Arsenal, AC Milan, Paris Saint-Germain, Real Madrid and Olympiacos FC.