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Many sports events and teams are overly reliant on sponsorship revenue to boost their incomes, according to Emirates communications chief Boutros Boutros.

The airline backs several European clubs including Arsenal, Hamburg and Paris Saint Germain – and has just signed a 60m Euro deal with AC Milan.

It also has sponsorship interests in cricket and rugby but Boutros – Emirates’ divisional senior vice-president of corporate communications – warned that some teams and sports rely too heavily on sponsorship money.

"Our understanding of sponsorship needs to change,” he said. “In general, sponsorship should not cover more than five per cent of the total cost of an event.

“Event organisers in this region, however, believe that they are to cover the entire cost of their event through sponsorships. Sports events, in particular, are expected to cover a major portion of the costs from audience attendance and tickets.

“Our sponsorship of Arsenal represents three per cent of the club's total expenditure. I am not expected to pay the players. It is up to those clubs to manage their revenues and multiply their revenue sources.”