In REPUCOM’s Sponsorlink study, it was found that 88 percent of sports fans in the UK are aware that Emirates owns the naming rights to Arsenal’s home stadium. Additionally, the shirt sponsorship between the two was recognized by 62 percent of fans, a Premier League high.
The partnership was formed in 2004 and recently renewed in 2012. Coming in at £150 million, the deal appears to be worth it to both Arsenal and the Dubai-based airline company. This deal grants a five-year extension to Emirates shirt partnership with the Arsenal until the end of the 2018–2019 season.
Emirates and Arsenal: A recognizable partnership
Because soccer is arguably the world’s most popular sport, the partnership between Emirates and Arsenal is certainly one of the most distinguished in sports. Emirates Stadium, a state-of-the-art 60,000-seat arena in North London, plays host not only to Arsenal matches, but international matches and music concerts as well. The stadium will be known as Emirates Stadium until 2028.
And because of Arsenal’s popularity, Emirates has found a true worldwide partnership. Research shows that Arsenal has a phenomenal global fan base of around 27 million people.
Charlie Dundas, managing director UK and Ireland REPUCOM, explains a bit about the partnership:
“Emirates are seemingly reaping the benefits of their dual shirt and stadium sponsorship, currently the most recalled stadium naming rights partner of any UK sporting venue as well as most recalled shirt sponsor in the Premier League. Comparably, Manchester City and Etihad have adopted a similar model to Arsenal and have recorded encouraging levels of awareness in the UK as a result.”
Dundas also explained the benefits behind such a “dual sponsorship”:
“Despite the obvious increase in cost involved in a dual sponsorship programm, it does seem possible that this sponsorship solution has the potential to generate big impact and much quicker ROI for investors.”
In all, both Emirates and Arsenal FC have found sponsorship bliss. It’s clear that both entities are benefitting from such a lucrative partnership and will continue to do so for years to come.
What do you think of this sponsorship? Have you previously been aware of this partnership?
Photo credit – arsenalinsider.com