Emirates renews five-year partnership with Collingwood Football Club

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Adnan Kazim Deputy President & Chief Commercial Officer | Emirates Airline

By Sky Industry News

Dec 10, 2024

Emirates and the Collingwood Football Club have announced the renewal of their partnership for another five years. This collaboration, which began in 1999, highlights both organizations' dedication to strengthening community connections through sports.

Barry Brown, Emirates’ Divisional Vice President for Australasia, stated, "Our partnership with the Collingwood Football Club extends almost as long as our presence in Australia and reflects our steadfast commitment to Melbourne, a city which shares our enthusiasm and passion for sports."

Brown further noted the synergy between Emirates and Collingwood: "Emirates and the Collingwood Football Club are both recognised for their excellence, creating a powerful synergy that extends across the sports and aviation industries, with the Magpies’ long history of wins and remarkable successes aligning perfectly well with Emirates’ myriad of accolades. We’re proud of this partnership and are excited for what the next chapter will bring."

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Craig Kelly, CEO of Collingwood Football Club, expressed his satisfaction with the renewed agreement: "We’re delighted to extend our partnership with our Premier Partner Emirates for a further five years. Since partnering in 1999, the unity between Collingwood and Emirates has grown from strength-to-strength and has developed into one of the strongest partnerships in Australian sport."

Kelly added, "30 years of partnership is a huge achievement and one we’re extremely proud of. We thank the entire Emirates family for their commitment and support, and we look forward to what the future has in store for this partnership over the next five years."

As part of this agreement, Emirates' logo will remain on Collingwood's guernseys and shorts. Additionally, club members will continue to enjoy discounts on flights across more than 140 destinations within Emirates' network.

The renewed partnership is part of Emirates' broader sponsorship strategy that includes significant investments in various sports events globally. This includes associations with major football clubs like Real Madrid CF, Arsenal F.C., AC Milan among others. The airline also sponsors tennis Grand Slam tournaments including The Australian Open.

Emirates has been active in Australia for over 28 years, operating numerous weekly services from major cities such as Sydney and Melbourne. The airline recently reinstated its second daily service to Perth as it resumes pre-pandemic capacities.

In addition to sports sponsorships, Emirates invests significantly in arts and culture within Australia. Its ongoing support includes partnerships with entities like the Sydney Symphony Orchestra.

The airline also supports exhibitions at institutions such as the Tasmanian Museum and Art Gallery by facilitating transport for cultural artifacts.