Emirates signs deal to sponsor King Salman Cup 2023

Image courtesy: GIUSEPPE CACACE/ Getty Images

Emirates has signed a new sponsorship deal, which will see the Dubai-based carrier become the main sponsor and official airline of the King Salman Club Cup 2023.

The sponsorship deal is part of the airline’s efforts to support Saudi Arabia’s Vision 2030 ambitions to become a global hub for professional sports.

Emirates said the deal underscores its ongoing commitment to connect with the fanbase of the 16 top-tier regional clubs from across the Arab World competing in the high-profile tournament. “We are committed to engaging with fans across new football frontiers by supporting the King Salman Cup 2023,” said Jabr Al-Azeeby, vice president of Saudi Arabia for Emirates Airline.

“Emirates is one of the biggest names in sports and is heavily involved in the sport of football, helping fans get closer to the action, and engaging in ways that go far beyond logo recognition.”

The sponsorship deal gives the airline extensive in-stadium brand visibility across several touchpoints and on-site advertising at the King Salman Cup.

We’ve signed on as the Main Sponsor and Official Airline of the King Salman Club Cup 2023. The deal is part of our commitment to connect with the Arab world’s strong football fanbase and we can’t wait to kick-off the action! https://t.co/NijCjUSJNS pic.twitter.com/j5nmyP9dBD

— Emirates (@emirates) July 16, 2023

Meanwhile, Emirates has been flying to Saudi Arabia since 1989, connecting Dubai with Riyadh, Jeddah, Medina and Dammam. Today, the carrier operates to the four gateways with 67 weekly flights.  The airline’s commitment to the kingdom is underscored by catering to growing passenger demand and building on customer experience enhancements such as the use of its flagship Airbus A380 on some flights.

The airline is also supporting Vision 2030 by helping to grow Saudi Arabia’s aviation sector and stimulating robust traffic growth, increasing connectivity and deepening its global footprint.

Emirates, King Salman Cup deal

The King Salman Cup kicks off on July 27 and runs through August 12, taking place across stadiums in Abha, Albaha and Ta’if. Emirates will receive on-site promotional opportunities and hospitality rights, as part of the sponsorship deal.

Similarly, the airline will benefit from digital rights on the tournament channels and will also lead the trophy presentation during the final match.

The King Salman Cup 2023, now in its 30^th season, is the Arab World’s official club championship organised by the Union of Arab Football Associations (UAFA). The $10m competition features the top 16 clubs from across the GCC and North Africa that will face off in 31 matches for the ultimate title of champions.

The final match will be played in Ta’if at The King Fahed Stadium. Well-known Saudi clubs that are participating in the King Salman Cup include Al Hilal, Al Nasr and Al Zamalek. Al Wihda, Kuwait Club, Al Rajaa (reigning champions) and Shabab Bluzad are also participating in the cup.

Football remains one of the most celebrated sports within the Emirates’ sponsorship portfolio. The airline is a shirt sponsor of leading European and international clubs including AC Milan, Real Madrid, Benfica SL, Arsenal FC and Olympique Lyonnaise. The airline is also the Title Sponsor of The Emirates FA Cup.

Last month, Emirates signed a sponsorship deal with Tunisia’s Etoile Sportive du Sahel – one of the country’s most decorated football and basketball sports clubs. The carrier also supports the Arabian Pro-League in the UAE and the Asian Football Confederation.

Read: Saudi’s PIF-owned SRC signs 3-year sponsorship deal with Saudi Football Club Al Ittihad