Why do the giants of the Middle East sponsor sporting events and clubs?

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In recent years, many countries in the Middle East mastodons invest in major international events and in clubs whose names are strongly associated with them in sports arenas.

While the most visible form of sponsorship can be seen in brand names on sports shirts and stadium advertisements, the money invested in supporting sporting events and clubs has a more complex and deeper role. .

Sponsorship of clubs and international sporting events actually plays a crucial role in supporting the dynamic world of sport and ensuring the financial stability of clubs which were often subject to serious budgetary problems.

In addition to supporting the world’s most popular names in sports, companies in the Middle East can advance their brands’ presence and build customer confidence in them by sharing their interests in sports and injecting millions of dollars. in their favorite clubs.

From the late 2010s, businesses across the Middle East turned to international football for sponsorship. In July 2011, the City of Manchester Stadium was renamed Etihad Stadium after the UAE airline sponsored it for € 474 million.

In 2014, UAE-based brands had invested $ 163 million in shirt sponsorship deals. In 2015, CNN reported that companies in the Middle East had invested more than $ 1.5 billion in European football issues.

1- Emirates Airlines

The airline’s national carrier has sponsored numerous sporting events both locally and internationally for years. Showing their support for the athletes playing the world’s most popular game, the Emirates sponsored Spanish Real Madrid, Italian AC Milan, British Arsenal FC, German Hamburger SV, Greek Olympiacos FC, Portuguese SL Benfica , in addition to the Asian Football Confederation and the UAE FA. Cup.

The airline operator also sponsors rugby, tennis, horse riding and more athletes with millions of dollars, supporting both the games and their fans.

2- Saudi Aramco

In the spring of 2020, the world’s largest integrated oil and gas company based in Saudi Arabia announced the signing of a sponsorship agreement with Formula 1, the highest and most popular class in motor racing competitions.

According to the announcement posted on the company’s website, “Aramco has secured the ownership rights to major Formula 1 races in 2020. Integrated digital platforms and Formula 1 broadcasts will also feature Aramco.”

3- Abu Dhabi’s leading bank

As part of its commitment to “support initiatives in the fields of sport, culture and community”, the First Abu Dhabi Bank of the United Arab Emirates has also sponsored several athletes and clubs, including the F1 Grand Prix d ‘Abu Dhabi, Al Ain Football Club, UAE Cycling Team and many others. .

4- Qatar Airways

Dedicating millions to “a wide range of sporting activities and initiatives across the world”, Qatari Airlines is the official sponsor of French Paris Saint-Germain FC, in addition to being the official partner and airline of the Fédération Internationale de Football Association (FIFA) until 2022, when Qatar will host the next World Cup.

It is also the official airline partner and commercial sponsor of the Qatar Tennis Federation tournaments: Men’s and Women’s Open and the official airline partner of the CHI Al Shaqab equestrian competition and many other events.

5- Etihad Airways

Supporting sporting events in the UAE and around the world, the UAE’s second-largest national airline sponsors many of the world’s most famous events and clubs, including Manchester City FC.

It has also been the official sponsor of the Formula 1 Etihad Airways Abu Dhabi Grand Prix for a decade, in addition to a number of other events.


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