Emirates, one of the biggest sporting sponsors in the world has signed a third marketing deal in Ireland but it is not in the field of sport.
Instead, the airline which started services between Dublin and Dubai a little over 12 months ago is to be the official airline partner of the St Patrick’s Day Festival.
The deal will involve branding on the route march through Dublin, in promotional material off and online around the world, and an involvement with some of the artistic elements of the Dublin parade.
The first two deals signed were as the Official airline partner of the Fáilte ireland supported Irish Open which this year takes place at Carton House in County Kildare; and with RTE for broadcast sponsorship of last year’s Masterchef programme.
Emirates involvement in sport is vast around the world with investment in Rugby through the World Cup, Soccer through arrangements with Fifa and with Arsenal where it has naming rights over the Emirates Stadium, in Formula One, newly signed for the forthcoming season; and in Horse Racing where it supports the Dubai World Cup.
In the latter sport it previously had a relationship with Leopardstown racecourse through sponsorship of the Emirates Champion Stakes as part of a World Series but that ended in 2001.
In an interview last year with Sport for Business, Emirates’ Head of Corporate Communications at the time Tim Burnell, spoke of the role of sport in the company’s ethos and how it was likely to play a part in Irish marketing.
Rival airline Etihad Airways last year extended its association with the GAA through support of the All Ireland Hurling Championship for a further five years.
Read other recent Sport for Business comment and analysis on Emirates.