Big sponsor worries that FIFA has hurt its long term brand

Photo: Peter Russell/Flickr


By Play the Game
One of FIFA's biggest sponsors, Emirates Airlines, is concerned that the sponsorship deal with the world governing body of football has caused long term damage to its brand.

The company has now commissioned research into its association with FIFA, and a senior executive says that the airline is seriously considering not renewing the sponsorship when it runs out in 2014.

This warning shot to FIFA came from one of Emirates Airlines' senior executives, Boutros Boutros, in an interview with the Australian website B&T.

The Emirates Airlines has signed a sponsorship deal  with FIFA for 195 million US dollars in the period from 2007 to 2014, but the scandals that surrounded the bidding processes for the 2018 and and 2022 world cups have given the airline reason to question whether the sponsorship is a good idea after all.

Boutros explained that thanks to social media, the airline had received negative reports from its passengers asking why it was supporting FIFA.

"For us, in our history of sponsorship, it is the only event that when it happened our clients started writing to us saying 'why do you support this organisation?'" Boutros said.

Emirates Airlines also feels overlooked as a sponsor and feels it would have been appropriate for FIFA to acknowledge that sponsors need to be updated about events and reassured that such a crisis will not happen again.

"As a sponsor you expect they will come and write to you in the middle of the issue or at the end of it. But they act as if it's nothing for the sponsors," Boutros said to B&T.

Emirates Airlines will await the outcome of the research commissioned before it decides whether to renew the sponsorship deal with FIFA.

Read the B&T article here.


* required field

What is three plus seven?

Guidelines for posting
Play the Game promotes an open debate on sport and sports politics and we strongly encourage everyone to participate in the discussions on But please follow these simple guidelines when you write a post:

  1. Please be respectful - even if you disagree strongly with certain viewpoints. Slanderous or profane remarks will not be posted.
  2. Please keep to the subject. Spam or solicitations of any kind will not be posted.

Use of cookies

The website uses cookies to provide a user-friendly and relevant website. Cookies provide information about how the website is being used or support special functions such as Twitter feeds. 

By continuing to use this site, you consent to the use of cookies. You can find out more about our use of cookies and personal data in our privacy policy.