Emirates extends sponsorship deal with UAE Team Emirates XRG until 2028

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Emirates extends sponsorship deal with UAE Team Emirates XRG until 2028

Policy

Michael Doersam Chief Financial & Group Services Officer | Emirates Airline

By Sky Industry News

Feb 12, 2025

Emirates Airline and UAE Team Emirates XRG have announced the extension of their partnership, ensuring that the airline remains a main naming partner for the team. The Emirates logo will continue to be displayed on the team's jerseys and shorts until the end of the 2028 season.

The collaboration between Emirates and UAE Team Emirates XRG began in 2017, marking a significant step for both parties. For Emirates, it was an entry into international cycling, while for UAE Team Emirates XRG, it meant becoming the UAE's first professional cycling team competing in the UCI World Tour. This partnership has helped elevate the UAE's presence in global cycling competitions.

UAE Team Emirates XRG has achieved notable success with over 250 international wins, including three Tour de France titles, a Giro d’Italia victory, and a UCI World Championship gold medal. Riders such as Tadej Pogacar have contributed to these victories. The team concluded its best season yet in 2024 with 81 wins and was ranked number one in the UCI World Tour in both 2023 and 2024.

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Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates Airline stated: “When we began our relationship with UAE Team Emirates XRG, we knew the tremendously popular sport would be a powerful vehicle to bring Emirates closer to cycling fans around the world. It has achieved that and more." He highlighted how this partnership has boosted cycling's profile within the UAE.

Mauro Gianetti, CEO & Team Principal of UAE Team Emirates-XRG expressed his enthusiasm: “We are very excited and proud to extend this special partnership with Emirates. Since the beginning of the project in 2017 we have grown year on year to become the number one team in world cycling."

The agreement also includes continued branding on team vehicles, hospitality experiences for customers, rider access opportunities, promotional activities, and visibility on digital platforms. Both entities have engaged in community initiatives promoting health through events like rides during Dubai Fitness Challenge.