- Original deal reportedly worth UK£30m
- The FA also announces extension with ball supplier Mitre
The world’s oldest club soccer competition will continue to be known as the Emirates FA Cup after the Dubai-based airline confirmed a three-year extension of its partnership with the Football Association (FA).
Emirates has been the title sponsor of the FA’s flagship knockout competition since 2015, when it agreed a deal with English soccer’s governing body widely reported to be worth an annual UK£10 million (US$13.5 million).
The partnership was last extended for three years from 2018 and will now run until 2024 as it enters its third term.
The sponsorship has delivered significant exposure for Emirates, with the FA saying that last year’s tournament alone saw over 100 million domestic viewers tune in across the season, including 9.5 million for the final.
“Over the past six seasons, the combination of such a recognisable brand and the world’s most historic cup competition contributed towards significant investment back into football and allowed us to reach even more fans than ever before,” said Marzena Bogdanowicz, the FA’s interim head of partnerships. “Renewing this partnership as we emerge from a global pandemic is testament to our excellent working relationship and we look forward to the seasons ahead.”
In addition to its partnership with the FA, Emirates maintains a more regular presence in English soccer through its stadium naming rights and shirt sponsorship deal with Premier League side Arsenal.
The extension was one of two partnership renewals announced by the FA on 5th November, with the governing body also prolonging its relationship with UK-based sports equipment manufacturer Mitre.
Under that deal, which will also run for three years, Mitre will continue as the official ball supplier for all FA competitions, including the men’s and women’s FA Cup, FA Community Shield, FA Trophy and FA Vase.
