The Formula One motor-racing championship has official confirmed the renewal of its partnership with Dubai-based airline Emirates. The new and expanded partnership will run until the end of 2022, as Emirates, which has been a global partner of F1 since 2013, will benefit from an expanded branding and consumer activation presence at over 15 races as part of the new deal.
The new agreement came into effect at the start of the 2018 F1 season in Melbourne, Australia, but was officially announced yesterday (Sunday). Emirates title sponsored the Spanish Grand Prix in Barcelona at the weekend and will hold the same role at the German Grand Prix in Hockenheim from July 20-22. Emirates will receive extensive trackside branding at races, along with hospitality for guests at the Paddock Club and fan engagement activities at F1 Fan Zones and F1 Fan Festivals at selected races. It will also have a presence at Supercar Hot Laps at eight races and exposure across F1’s digital media assets. The airline will also provide its Skywards members with the opportunity to use their miles to bid for exclusive VIP experiences at F1 races.
Emirates’ executive vice-president and chief commercial officer, Thierry Antinori, said: “There’s an excellent fit between Emirates and Formula One, from the global extent of our destination network and the cities in which races take place, to the focus on innovation and technology that underpins the sport and our approach to the development of products and services for our customers. Formula One’s global appeal also provides us with an opportunity to share in the passion of the millions of fans who follow the sport, many of whom are our customers.” – the Chief Commercial Officer of Emirates Airline explianed.