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Fifty One East has renewed its deal with the Qatar Football Association (QFA) to sponsor the Emir Cup.

Fifty One East has renewed its deal with the Qatar Football Association (QFA) to sponsor the Emir Cup.

The three-year agreement will see the Sony retailer continue as a lead partner of the knockout competition, which brings together club’s from the top two tiers of Qatari domestic soccer. The partnership originally began in 2011 and will be promoted across a range of platforms.

QFA vice president Saoud al-Mohannadi said: “Our partners have prepared a comprehensive promotion plan for the Emir’s Cup in its 42nd version in a different and innovative style, and that indicates the responsibility and big role they play. With Fifty One East, we always look for innovative and creative promotion campaigns that attract Qataris and expats to the matches.”

The 2014 Emir Cup began on 21st April and continues until 17th May, with matches played at the Al Arabi Stadium, Qatar Sports Club, Al Sadd Stadium and Khalifa International Stadium.

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