Emirates keeps name on FA Cup to 2028: Emirates has extended its long-running sponsorship of the Football Association’s flagship FA Cup competition for another four years, an agreement that will take the airline’s title sponsorship of the FA Cup to 14 years.
The new agreement announced today (Thursday) begins in 2024-25 and includes a renewed commitment to staging the annual international Emirates FA Cup Trophy Tour, during which the FA Cup trophy has visited Ghana, Kenya, Australia, Malaysia, Singapore, South Korea and the United States.
Emirates first became the FA Cup title sponsor in 2015 in a three-year deal, from 2015-16 to 2017-18, naming the competition the Emirates FA Cup and giving the airline global and exclusive rights to its brand and properties. The sponsorship was later extended by three seasons, from 2018-19 to 2020-21, and for another four seasons in 2021.
The FA has introduced changes to the competition for the upcoming season, with all ties to be played without replays from the first round onwards. The final, traditionally played after the league season has finished, will now be staged on the penultimate weekend of the Premier League season.
Tim Clark, Emirates president, said: “We remain incredibly proud of our long-standing partnership with The FA, and with this prestigious and historic tournament that is loved by football fans worldwide. This is a commitment that underscores our dedication to supporting football at all levels.”
Mark Bullingham, FA chief executive, added: “Emirates has been a valued partner of the FA Cup for almost a decade, and we are delighted to be extending our relationship once again. Their global reach continues to help us share the magic of the cup and its unique stories with fans around the world, and their ongoing investment into the Emirates FA Cup helps us to provide vital funding across all levels of English football.”
A year ago, Emirates tied up Arsenal’s front-of-shirt rights for another five years until 2028 – the same end date as its current stadium naming-rights agreement with the North London club.
Outside of football, Emirates expanded its sponsorship portfolio in February with the addition of Wimbledon, making it one of the only brands to sponsor all four tennis grand slams. In May, Emirates re-committed to the International Cricket Council (ICC) as a top-tier sponsor for the full duration of the ICC’s new commercial cycle, which runs from 2024 to 2031.
SOURCE: https://www.sportbusiness.com/news/emirates-keeps-name-on-fa-cup-to-2028/