Stadium Branding

Another very famous sponsorship deal was the £100m sponsorship of Arsenal by The Emirates. The stadium is named after its sponsors, the airline company Emirates, with whom the club signed the largest sponsorship deal in English football history. Arsenal fans try to ignore the deal and refer to the ground as Ashburton Grove, or the Grove, as they do not agree with corporate sponsorship of stadium names. Of course, everyone else in the world refers to the ground as The Emirates, so it really doesn’t make much difference.

The stadium will be officially known as Emirates Stadium until at least 2012, and the airline will be the club’s shirt sponsor until the end of the 2013—14 season.

The fact is, of course, that if it wasn’t for the money coming in from The Emirates, Arsene Wenger wouldn’t be able to spend huge amounts of money on transfer fees for experienced quality international players to come to Arsenal. Mmm….

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Conflict of Interest?

In relation to The Emirates sponsorship of Arsenal, did you know that Etihad airways are associated with Chelsea? According to the Chelsea website, they are the national airline of the United Arab Emirates, based in Abu Dhabi. Do you think that Abu Dhabi United at Manchester City know about this?

With Manchester United going American for their official beer, you might think that Chelsea would have Baltika or Stary Melnik, but no, they have Heineken!

So what are the different ways of advertising with, or sponsoring, a football club?

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