Airlines
Latest Features
Fly Better – Emirates & AC Milan
Freestyle World Tour – Etihad Airways & Manchester City
UFC renews with AirAsia, signs with PokerStars, Motel 6, LiteCoin, Kraft Heinz
AirAsia: UFC deal targets Chinese and Australian markets
AirAsia deal adds to UFC’s presence in Asia-Pacific
The Ultimate Fighting Championship mixed martial arts organisation plans to host five events in Asia and Australia in 2018 as it consolidates its presence in Asia-Pacific and creates more assets for its expanding regional sponsorship roster.
Tissot, Swiss extend commitment to Swiss Ice Hockey
Pitch International brokers Fiat, Cimed, American Airlines deals for Brasil Global Tour
Eden Park lands Qatar Airways partnership
American Airlines secures naming rights to Los Angeles Stadium plaza
Features
Sponsorship in the airlines sector, 2017-2018
Dubai-based Emirates is the biggest sponsor in the airlines sector by total spend, biggest deal, number of deals and geographic coverage, according to research by Sports Sponsorship Insider into the airlines sector.
Qatar Airways makes first Formula E deal
Flag carrier Qatar Airways this month became the latest major company to sign a deal with Formula E – having decided that the series has reached critical mass and good level of credibility – as the brand bolsters its portfolio ahead of the end of its Barcelona shirt deal.
Emirates boost for WorldTour team’s top three ambitions
Dubai-based airline Emirates has made its first sponsorship investment in professional cycling by signing a four-year deal as co-title sponsor of the WorldTour cycling team formerly known as Lampre-Merida.
Sponsorship in the airline sector, 2016-17
For 2016-17, we have researched 346 deals, including 70 deal values, across 44 major airlines to map out the sponsorship landscape in the airline sector.
Duracell: Powered up for year-round activation
Battery manufacturer Duracell is expanding its return to sports marketing with a three-year partnership with the Great Run Series which will build brand awareness for a mass audience, Alex Haslam, Duracell UK marketing manager, told Sports Sponsorship Insider.
Turkish Airlines: Innovative activations key to sponsorship success
International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.
Etihad Airways: Sponsorships geared towards partnerships, not branding
Abu Dhabi-based state carrier Etihad's sponsorship strategy is to create custom sponsorships, which allow the brand to meet specific goals especially around customer sales and retention.
Turkish Airlines in, XIX Entertainment out at EPCR
European Professional Club Rugby (EPCR), the body that runs European club rugby’s leading competitions, is seeking a new marketing agency to develop a sponsorship platform that has, so far, yielded just two Official Partners and three Official Suppliers.
Japan Airlines supports Olympic deal with Fiba rights
Japanese carrier Japan Airlines has paid a seven-figure euros rights fee to become the Global Partner and Official Airline of the international basketball federation in a 17-month deal, from August 2015 to the end of 2016.
Second-tier deals take Rio 2016 closer to $1bn
The domestic sales programme for the Rio 2016 Summer Olympic Games is once again gaining traction after signing four second-tier deals in the past three months.
Emirates title sponsorship part of wider FA revamp
The FA Cup title sponsorship deal which England’s Football Association signed with Emirates this month keeps the association on course to hit its commercial revenue target.
United: Targeting business travellers in transport hubs
US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.
Emirates reignites old interest after Fifa exit
Airline Emirates is understood to be in talks with another football property after the company announced it would end its relationship with Fifa at the end of 2014.
Bargain prices for last minute IPL deals
Indian Premier League teams, including last year’s champions the Mumbai Indians, accepted last minute, cut price deals to sell out inventory in the run up to the seventh edition of the Twenty20 cricket competition, IPL 7, currently underway.
Singapore Airlines names GP as Temasek swaps brands
Singapore Airlines has replaced telecommunications company SingTel as title sponsor of the Formula One Singapore Grand Prix. Singapore Airlines will pay S$10m (€5.8m/$8m) to $15m per year under a deal signed in April.
Chinese entrants raise AFC club competition revenues
The Asian Football Confederation is generating between $18m (€13.1m) and $20m per year from Official Sponsors for its club competitions from 2014, in the 2013-16 cycle, following the addition of a second Chinese brand in as many months, construction machinery manufacturer Shandong Lingong Construction Machinery (SDLG).
Rugby World Cup seeks full house of top-tier renewals
Emirates splashes out on major club shirt deals
The Emirates airline continued its big spending on football shirt sponsorships last month, signing off deals with Spanish Liga club Real Madrid, French Ligue 1 side Paris Saint-Germain, and US club New York Cosmos, with a combined value of around €60m ($80m) per season.