Emirates renews Collingwood deal as Australian sponsorship tops $100m

Emirates has announced the renewal of one of its most successful sponsorships in Australia, as the premier partner of the Collingwood Football Club
Emirates renews Collingwood deal as Australian sponsorship tops $100m
Formed in 1999, the partnership has been instrumental in delivering excellence to one of Australia’s most famous and widely supported clubs in the Australian Football League.
By Sam Bridge
Tue 04 Jun 2019 09:00 AM

Emirates has announced the renewal of one of its most successful sponsorships in Australia, marking 20 years as the premier partner of the Collingwood Football Club.

Formed in 1999, the partnership has been instrumental in delivering excellence to one of Australia’s most famous and widely supported clubs in the Australian Football League.

The renewal comes as the Dubai-based airline has invested more than $100 million in the Australian market through the arts, community initiatives and sports industry, including the Sydney and Melbourne Symphony Orchestras.

Globally, Emirates’ sponsorship portfolio includes the prestigious Arsenal FC, Formula 1 and the Dubai World Cup.

Barry Brown, Emirates’ divisional vice president, Australasia, said: “We’re proud to be renewing our partnership with Collingwood Football Club after 20 years as Premier Partner, making it one of our longest standing sports sponsorships globally. It’s a true partnership in every sense of the word and has created opportunities to connect travellers with an iconic Australian club."

Eddie McGuire, Collingwood Football Club president, added: “The partnership between Emirates Airlines and Collingwood is one of the most significant and enduring in Australian sport... Twenty years ago, Emirates and Collingwood took flight. Together, they continue to fly first class.”

For two decades the Emirates logo has been displayed on the front and back of Collingwood’s guernseys and shorts during the club’s match day games.

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