Emirates readies 2006 World Cup sponsor drive

Emirates has drafted in a triumvurate of Octagon, Weber Shandwick and German hospitality PR agency Maxsense to promote its sponsorship of the 2006 World Cup in Germany.

The Dubai-based carrier will become one of the first airlines to be a major sponsor of the tournament, where it will sit alongside 14 other brands such as Coca-Cola, McDonald’s and Adidas.

Promotions will include interactive displays in airport lounges and competitions for Emirates customers, with further plans ‘still in the creative stages’.

Pitches for the multi-million-pound account took place last September.

Since then, Emirates has announced a 15-year £100m sponsorship deal with Arsenal Football Club. The airline currently sponsors Chelsea Football Club, the Asian Football Confederation and the UK referee body Professional Game Match Officials.

The pitch included QBO Bell Pottinger, which teamed up with Publicis and sponsorship consultancy Connexus to form one bid, and Hill & Knowlton, which pitched with sponsorship consultancy Premier Consulting.

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