As one of German soccer's most successful and renowned clubs, Hamburger SV provides a perfect partnership for Emirates in a key European market. In February 2012, Emirates renewed its sponsorship of Hamburger SV for another three seasons until June 2015, highlighting the airline’s ongoing commitment to Germany and to sports around the world.
In addition to making Emirates the club's main shirt sponsor, the deal includes prominent branding at Imtech Arena, the home of Hamburger SV, as well as promotional and hospitality rights.
At Hamburger SV’s home match with rivals Bayern Munich, just days after the renewal was signed, Emirates had a significant presence in and around the stadium. The airline ran an "Ultimate Fan Experience" competition in the week leading up to the game, which offered one lucky fan the experience of a lifetime, including a surprise meet-and-greet home visit from a Hamburger SV player, Emirates chauffeur drive to and from the stadium, behind-the-scenes stadium tour, a signed Hamburger SV shirt, and two Business Class seats to watch the match.
Prior to kick-off on the night of the match, the ever-popular Emirates Destination Challenge was on hand to entertain the many fans who braved the cold weather and arrived at the stadium early, with over 100 taking kicks for a chance to win round-trip flights to Australia.
Inside the stadium, Emirates cabin crew were visible as the teams emerged from the tunnel; crew members presented the winners of the "Spot The Fan" big-screen competition and an exclusive behind-the-scenes training day with the Hamburger SV squad.
Emirates’ impressive soccer sponsorship portfolio also includes a number of high-profile teams and events, including Asian Football Confederation, Arsenal FC, AC Milan, Paris Saint-Germain, Real Madrid, Olympiacos FC, Arsenal Soccer Schools Dubai, The Emirates Cup, and Zain Saudi Professional League.