PSG renew Emirates sponsorship deal

17 May 2013 | Posted in Sponsorship, Soccer, Europe, | By Michael Long

PSG renew Emirates sponsorship deal

French soccer giants Paris Saint-Germain have extended their lucrative sponsorship deal with Emirates Airline.

The recently crowned Ligue 1 champions have signed a new five-year deal with the airline, extending their partnership until the end of the 2018/19 season.

Emirates’ Fly Emirates branding has adorned the front of PSG’s shirts since the 2006/07 season.

Announcing the renewal at a press conference at Paris’ Parc des Princes Stadium and attended by four PSG players on Friday, PSG president Nasser Al-Khelaïfi said: “This agreement strengthens the relationship between Paris Saint-Germain and Emirates and gives to each partner the opportunity to achieve worldwide brand recognition, simultaneously enhancing the image of each partner through increased global awareness.”

Emirates’ executive vice president of passenger sales worldwide, Thierry Antinori, added: “This is the perfect time for Emirates to re-sign with Paris Saint-Germain given the club’s new international players and on-going success in the French championship, as Ligue 1 champions, as well as the European championship.

“Our sponsorship of Paris Saint Germain is a strong platform to further extend our brand presence in France, as well as the many other football focused nations that we fly to globally.”

Neither party confirmed the value of the deal, although Antinori reportedly joked that the amount was "a three-digit figure, so between 100 ($128.64 million) and 999 million euros" over five years.

Some reports suggest the deal is worth €25 million (US$32.17 million) annually, a figure that was later confirmed to SportsPro by an unnamed source with knowledge of the deal.

With an annual sports sponsorship expenditure of over US$182 million, Emirates is the large investor in sports among the world’s airlines. Alongside PSG, the company’s burgeoning soccer sponsorship portfolio includes deals with Fifa and the Asian Football Confederation, as well tie-ups with top European clubs like Arsenal, AC Milan, Hamburger SV, Real Madrid and Olympiacos.

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Contract Details

  • Length of contract: 5 years
  • Annualised value: US$32.17 million
  • Overall value: US$160.85 million
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