Author Information

Megan SmithFollow

Is this project an undergraduate, graduate, or faculty project?

Faculty

individual

Poster Session

Authors' Class Standing

Megan Smith, Junior

Lead Presenter's Name

Megan Smith

Faculty Mentor Name

David Keck

Abstract

Airline sponsorship is a common feature of soccer within Europe with companies investing millions in soccer teams. Although many airlines are involved, Emirates has the biggest representation, currently sponsoring seven teams across seven different European countries. One of these teams is Arsenal F.C. who extended their shirt deal with Emirates in 2018, with the deal being worth over $250 million (Forbes, 2018). This study, which is based on corporate reports and promotional materials as well as scholarly analyses of aviation markets, focuses on Emirates and their evolving sponsorship presence within European soccer, primarily through the use of kit sponsorships and stadium naming rights. The report will identify the teams Emirates has come to sponsor and analyze the reasons behind these sponsorship decisions, particularly focusing on why they pair with the teams they do. As well as this, the report will provide an analysis of Emirate’s marketing strategy and how they use soccer to deliver this strategy effectively. Finally, this poster presents the distinctive work of Emirates within the context of the larger field of airline sponsorships of European soccer teams. When completed, a thorough study of the effectiveness of the Emirates strategy could have a long-term significant impact on aviation.

Did this research project receive funding support (Spark or Ignite Grants) from the Office of Undergraduate Research?

No

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Emirates Sponsorship Presence in European Soccer

Airline sponsorship is a common feature of soccer within Europe with companies investing millions in soccer teams. Although many airlines are involved, Emirates has the biggest representation, currently sponsoring seven teams across seven different European countries. One of these teams is Arsenal F.C. who extended their shirt deal with Emirates in 2018, with the deal being worth over $250 million (Forbes, 2018). This study, which is based on corporate reports and promotional materials as well as scholarly analyses of aviation markets, focuses on Emirates and their evolving sponsorship presence within European soccer, primarily through the use of kit sponsorships and stadium naming rights. The report will identify the teams Emirates has come to sponsor and analyze the reasons behind these sponsorship decisions, particularly focusing on why they pair with the teams they do. As well as this, the report will provide an analysis of Emirate’s marketing strategy and how they use soccer to deliver this strategy effectively. Finally, this poster presents the distinctive work of Emirates within the context of the larger field of airline sponsorships of European soccer teams. When completed, a thorough study of the effectiveness of the Emirates strategy could have a long-term significant impact on aviation.

 

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