Emirates: World Cup sponsorship worth every cent 30/06/2010 |
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Emirates believes the $100m it cost to become an official partner of the World Cup has been money well spent.
The airline signed up as an official Fifa partner ahead of the 2006 tournament in Germany. It has since renewed that agreement to run until the 2014 World Cup in Brazil.
Emirates is thought to have spent a further $100m on advertising and marketing to leverage the sponsorship but Boutros Boutros, the company’s director of corporate communications, pointed out this week that the World Cup gives the brand unrivalled exposure.
“Our aim with the sponsorship was to raise our visibility and position the airline as a global brand,” he said. “This was the most cost-effective way to do that, allowing us to reach up to 2 billion people over the tournament.
“To get the same kind of exposure online that we get from the World Cup sponsorship, for example, would cost about $3bn. When viewed in that light, we believe that we have done well with the sponsorship.”
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