Ligue 1 champion Paris Saint-Germain (PSG) has agreed a five-year extension to its shirt sponsorship partnership with Emirates in a new deal that represents a four-fold increase in value over the current contract, according to French media reports.
The Dubai-based airline’s new agreement with the capital club will run through to the end of the 2018-19 season. Le Parisien newspaper reports it will be worth a basic Eur20 million per season, rising to Eur25 million depending on sporting results. Emirates first partnered with PSG in 2005 followed by a shirt sponsorship commencing in the 2006-07 season. Its current deal, reportedly worth around Eur5 million a year, was due to expire following the end of the 2013-14 season. “This agreement strengthens the relationship between Paris Saint-Germain and Emirates and gives to each partner the opportunity to achieve worldwide brand recognition, simultaneously enhancing the image of each partner through increased global awareness,” said Nasser Al-Khelaïfi, president of Paris Saint-Germain.
Emirates has used sports sponsorship, especially in football, as a key part of its commercial strategy. Arsenal in November agreed a five-year extension to its shirt sponsorship deal with Emirates worth £150 million, while the English Premier League club also sealed a seven-year extension to its stadium naming rights partnership with the airline. The airline is widely expected to strike another major sponsorship in the near future with Real Madrid. Emirates agreed a five-season sponsorship agreement, reportedly worth Eur5 million per year, in July 2011 to become a partner and official airline to the Spanish giant and is poised to upgrade this relationship.
Commenting on Friday’s PSG deal, Thierry Antinori, Emirates executive vice-president of passenger sales worldwide, said: “This is the perfect time for Emirates to re-sign with Paris Saint-Germain given the club’s new international players and ongoing success in the French championship, as Ligue 1 champions, as well as the European championship. Our sponsorship of Paris Saint Germain is a strong platform to further extend our brand presence in France, as well as the many other football focused nations that we fly to globally.”