Emirates airline is showing the power of a global brand operating in local markets by announcing the signing of soccer legend Pele as a global ambassador.
The airline which has daily flights between Dublin and Dubai is one of the lead sponsors of the 2014 FIFA World Cup in Brazil which will dominate the sport and sports marketing landscape for much of the year.
Emirates worked on a similar basis with Franz Beckenbauer when Germany hosted the finals in 2006.
Emirates plans to use Pele in campaigns to highlight the ways in which it brings together ‘people, places and passions around the world, through its sponsorship of sports as well as its operations as an airline.
Emirates is lead sponsor of the St Patrick’s Festival in Ireland as well as an official partner of the Irish Open Golf tournament which will take place this year at Fota Island resort in Cork. The latter takes place during the World Cup but who knows, perhaps there will be an appearance at the Parade on March 17th.
No schedule of appearances was published for Pele and it is unclear whether there are any plans to bring him to Dublin during the course of the build up to the tournament which kicks off on Thursday June 12th and runs through until the final in Rio de Janeiro on Thursday July 13th.
Pele last appeared in Ireland in November 2009 when an evening in his honour was held at the Burlington Hotel in order to raise funds for the Crumlin Childrens Hospital and a similar institution in his name in Brazil. He drew huge crowds to a book signing in Easons and also visited schools around the city and Shelbourne Park Greyhound Stadium.
To this day he continues to be one of the recognised sporting stars on the planet and while much of his fine words about brands being the finest and the best he has ever used may be treated with scepticism by many, they are reported and do add to the lustre of a brand that can afford an association with him.
Only this week he was honoured at the Fifa Ballon D’Or event as the first recipient of the Prix d’Honneur. His interviews on the star of today, Christiano Ronaldo and modern football in general were carried on every TV and radio station around the world including in Ireland.
Emirates expects to fly 18,000 passengers between Dubai and Brazil during the course of the World Cup Finals.
Lesson for Sport: The biggest stars still command massive coverage from mainstream media
Lesson for Business: Sporting stars are about the only celebrities on the planet that can command an audience which cuts across generations and national boundaries, if you can afford to hire them as ambassadors.
