Emirates, the Dubai-based airline, has today (February 16) been announced as the inaugural title sponsor of the Great Britain team from the SailGP international sailing series.
The three-year tie-up, running through the 2025-26 season, will see Emirates’ logo feature on the GB team’s F50 race boat, from the Australia Grand Prix, in Sydney on February 18 and 19, onwards.
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Branding will also appear on the front and back of the team’s clothing, sailing apparel, and equipment.
Emirates will also receive benefits including marketing, digital, and social media rights, hospitality tickets, exclusive opportunities for Emirates customers, and access to athletes.
The airline’s first foray as a sailing sponsor dates back to 2004 when it struck a deal to become the naming rights partner of Team New Zealand in the America’s Cup.
Sir Tim Clark, president of Emirates Airline, has said: “Emirates and the Great Britain SailGP Team share common values, ambitions, and drive – making this partnership a natural fit. Together, we’ll take the sport to new levels, bring fans closer to the action, and deliver world-class experiences to customers worldwide.
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By GlobalData“We also look forward to working closely with our partners on joint sustainability initiatives that will truly make an impact – on and off the water."
In terms of sponsorship deals across other sports, the airline has prominent agreements in place across the worlds of soccer, cricket, rugby union, golf, and tennis.
Sir Ben Ainslie, team chief executive for the Great Britain outfit, added: “The Great Britain team and I are thrilled to have Emirates, one of the most iconic sporting brands in the world, on board this journey with us.
“This is a pinnacle partnership, one that brings both commercial values as well as supports our sustainability ambitions to support three million young people to take climate action.”
The Great Britain team currently sits third in the standings for SailGP’s ongoing Season Three, ahead of the final trio of races, which take place in Sydney, Christchurch, and San Francisco.
SailGP has announced a record 14-event calendar for its fourth season in 2023-24.
Earlier this week, the series extended its commercial relationship with Swiss luxury watchmaker Rolex for the next 10 seasons.
Through the long-term tie-up, Rolex will carry on as the championship’s global presenting partner, and as its exclusive official timepiece, until the end of Season 13.
Earlier in February, meanwhile, it was announced that SailGP will be altering its structure and breaking the overall business down into various units, with the series confirming several personnel alterations in the process.
The series will now be split into the League (commercial, marketing, events, and strategy), Productions (broadcast and content), and Technologies (boat building and design) divisions.
