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Why do Emirates sponsor so widely?

Probably only Red Bull do more sports sponsorship than Emirates, but the airline has a particular focus on football. It has added its branding to some of the planet’s biggest clubs: Real Madrid, Paris-Saint Germain, AC Milan, Arsenal, Benfica, Hamburg and Olympiakos.

It has signed a new deal with Arsenal despite the club's faltering form. Arsenal's London location and its up market reputation (reputedly the club favoured by the Queen) outweighs any concerns about performance.

Professor Simon Chadwick told Arab News: 'Look at Hamburg because Emirates are sponsoring a team who have not performed well for many, many years. But such is the importance of the city and its location internationally, it’s less about performances on the field and more about the commercial and strategic benefits of being associated with the club.'

Read more about the embedded relationship between Arsenal and Emirates here: Emirates and Arsenal

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