Emirates airline moves up a gear, becomes an F1 partner

Five-year deal includes 15 races this season starting in Malaysia

Emirates, one of the world’s largest airlines, and the Formula One group have announced a five-year agreement appointing Emirates as a Global Partner of Formula 1, from this season.

The announcement was made Tuesday by Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, and Bernie Ecclestone, Chief Executive Officer of the Formula One group.

“This is an exciting global opportunity to align two world leading brands. The ambition, cutting-edge technological standards and worldwide reach of Formula One go hand in hand with Emirates’ vision and ambition,” said Sheikh Ahmed.

“For many years, Emirates has been at the forefront of sports partnerships across the world. With the addition of this global partnership with the Formula One group we are continuing to expand our sponsorship portfolio, which I’m sure will be appreciated by sports fans,” he added.

“Today’s Formula One partnership follows on from our recent sporting announcements such as re-signing a multi-year sponsorship agreement with Arsenal Football Club, being a sponsorship partner of the 2014 Commonwealth Games and becoming the Official Airline of the ATP World Tour tournament,” Sheikh Ahmed said.

Emirates will have a strong branding presence at 15 races on the 2013 FIA Formula One World Championship calendar across Europe, Asia, Australasia, North America and South America.

Starting with the Sepang Grand Prix in Malaysia (March 22-24, 2013), the distinctive Fly Emirates branding will be seen at historic circuits such as Silverstone in Great Britain, Monza in Italy and Interlagos in Sao Paolo, Brazil.

As part of the Formula 1 Global Partner agreement, branding will be displayed on circuit bridges and associated ground signs and Emirates will make full use of the world-renowned Formula One Paddock Club.

“Emirates has a first-class international reputation and I’m very pleased to welcome such a prestigious company as a global partner of Formula One,” said Ecclestone.

“Watching Formula One races live in flight will be something special for Emirates customers and Emirates branding at this many races on the calendar will lend strong support to their ambitious expansion plans. With considerable overlap between their priority markets and our own I look forward to many successful years working on this important partnership together,” he said.

Emirates’ 128 destination network enables motor racing fans to reach virtually all Formula One locations for the 2013 season, beginning with Kuala Lumpur (March 22-24) through to Sao Paulo (November 22-24).

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