A potential rebranding as, say, Nottingham, Derby or Leicester Airport has been mooted in the region for years. But what a spokeswoman describes as 'a problem with incoming traffic' - in other words, continental Europeans have no idea where the East Midlands is - means a re-brand is now a real possibility.
Various local stakeholders have cottoned on to lobbying opportunities.
Blooming Forest, a Nottingham Forest FC fanzine, has urged Forest fans to deluge East Midlands' in-house PROs with the suggestion 'Brian Clough International Airport'.
With EMA almost equidistant from Derby and Nottingham, at whose football clubs Clough cast his managerial magic in the 1970s and 1980s, the fanzine claims this is as valid a name as, say, Liverpool John Lennon Airport.
Diary awaits the results, which should be aired before the year's end, with interest.