Emirates and Formula One have renewed and expanded their partnership until the end of 2022, with the Dubai carrier set to have an increased branding and activation presence at F1 races.
F1 and Emirates have been working together since 2013 and the new deal will take the entities to a near decade-long partnership in 2022.
The new five-year agreement, which came into force at the start of the current season, includes title sponsorship of the Spanish Grand Prix in Barcelona – which took place on May 13– and the German Grand Prix at Hockenheim on July 22.
Emirates will have an increase in trackside branding at the races and will also be further utilising hospitality at the Paddock Club. The airline will also offer its Skywards members the opportunity to use their miles to bid for VIP experiences at the F1 races – which take place across North America, South America, Asia, Australia and Europe.
There will also be more interactive fan engagement activities at F1 Fan Zones and F1 Fan Festivals at selected races, as well as Supercar Hot Laps at eight races and branding across digital media assets.
— Emirates Airline (@emirates) May 13, 2018
“There’s an excellent fit between Emirates and Formula 1, from the global extent of our destination network and the cities in which races take place, to the focus on innovation and technology that underpins the sport and our approach to the development of products and services for our customers,”Thierry Antinori, Emirates Executive Vice President and Chief Commercial Officer, said.
Emirates – which has a number of sporting interests around the world – currently flies to more than 155 destinations across six continents from its hub in Dubai. It is able to connect fans to most of the countries hosting races, including Austria, UK, Germany, Italy, Belgium, Hungary, Singapore, Japan, Australia, Russia, Brazil and the United States.