Feb 05, 2013 at 01:29 PM
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Formula 1 Adds Official Airline

Emirates and Formula One have announced a far reaching five year agreement that will make one of the world's fastest growing airlines a Global Partner of Formula 1 starting with the 2013 season. The Financial Times reports that the five year deal is "worth about $200 million."

As part of the deal, Emirates will have a strong branding presence at 15 top races across Europe, Asia, Australasia, North America and South America, starting with the Grand Prix in Malaysia in March. Ecclestone also said that, as part of the activation, the airline could soon carry Formula One races live on Emirates flights.

“This is an exciting global opportunity to align two world leading brands. The ambition, cutting-edge technological standards and worldwide reach of Formula One go hand in hand with Emirates’ vision and ambition,” said HH Sheikh Ahmed bin Saeed Al-Maktoum, Chairman and Chief Executive, Emirates Airline & Group.

“For many years, Emirates has been at the forefront of sports partnerships across the world. With the addition of this global partnership with the Formula One group we are continuing to expand our sponsorship portfolio, which I’m sure will be appreciated by sports fans. Today’s Formula One partnership follows on from our recent sporting announcements such as re-signing a multi-year sponsorship agreement with Arsenal Football Club, being a sponsorship partner of the 2014 Commonwealth Games and becoming the Official Airline of the ATP World Tour tournament.”

As part of the Formula 1 Global Partner agreement, branding will be displayed on circuit bridges and associated ground signs and Emirates will make full use of the world-renowned Formula One Paddock Club.

“Emirates has a first class international reputation and I’m very pleased to welcome such a prestigious company as a global partner of Formula One," Bernie Ecclestone, CEO of the Formula One group, commented. "Watching Formula One races live in flight will be something special for Emirates customers and Emirates branding at this many races on the calendar will lend strong support to their ambitious expansion plans. With considerable overlap between their priority markets and our own I look forward to many successful years working on this important partnership together.”