Emirates Airline and Hamburg SV announced that it has renewed and extended their shirt sponsorship deal for a further three years, until 2012.
Sheikh Ahmed bin Saeed Al-Maktoum, Chairman and Chief Executive, Emirates Airline & Group, and HSV Chairman Bernd Hoffmann made the announcement at a media conference held at the Emirates Headquarters in Dubai.
In addition to being the club's main shirt sponsor, Emirates will also receive prominent presence on perimeter boards, along with branding on the player's tunnel and an exclusive ticket and hospitality allotment. Emirates will also become a partner in the 'Hamburger Weg' sponsorship initiative.
This announcement comes days before Hamburg SV takes on AC Milan, another Emirates-sponsored club, in the Dubai Football Challenge, a friendly match at Emirates' sports venue 'The Sevens' in Dubai on 6th January.
It is also the first time that international football will be played at this brand new sporting complex, built by Emirates Airline to entertain fans of sport worldwide.
Sheikh Ahmed said, 'The renewal of our sponsorship with Hamburg underlines Emirates' commitment to sports fans worldwide, but especially to our customers in Germany. We are very pleased to be able to partner with a sport that so many of our customers are so passionate about, and we believe our association with HSV will help bring Emirates closer to football enthusiasts in Germany, Europe and around the world.
HSV Chairman, Bernd Hoffmann said: 'Emirates is an exciting global brand and its presence is becoming a familiar sight at top sporting events around the world. We are delighted to be continuing our relationship with Emirates Airline taking us right through to 2012 and beyond. By expanding its sponsorship to include partnership in the 'Hamburger Weg' initiative, Emirates has made a clear commitment to the city of Hamburg and to this special concept.'
Philipp Hasenbein, Managing Director of HSV's marketing partner SPORTFIVE, said: 'This contract renewal strengthens the ties between two charismatic international brands. We are proud that a top-notch global airline like Emirates has decided to continue being HSV's main sponsor. Emirates is an important partner for HSV and can count on one of the most-watched and most traditional football clubs in Germany and Europe as an ideal platform for their communications.'
Emirates also sponsors Arsenal football club and has the naming rights of their new home, the Emirates Stadium, in addition to partnerships with Paris Saint Germain Football Club, AC Milan and Olympiacos FC. Emirates is also involved in a huge variety of sports including sailing, golf, horseracing, tennis, cricket and rugby.