São Paulo – Emirates Airline has gone into the playing field alongside the eight national teams playing the Fifa Confederations Cup and, as a Fifa sponsor, the company is promoting marketing actions during the tournament. The Dubai-based airline’s guests will have one box seat in each stadium. In Rio de Janeiro’s Maracanã and Belo Horizonte’s Mineirão stadiums, the airline will receive fans who will take part in a promotion.
The box seats (which the company has dubbed Skybox) in the stadiums Maracanã, Mineirão, Mané Garrincha, in Brasília, Castelão, in Fortaleza; Arena Pernambuco, in Recife, and Arena Fonte Nova, in Salvador, will receive Emirates’ guests to watch the national teams of Brazil, Italy, Mexico, Japan, Spain, Uruguay, Nigeria and Tahiti. Guests will include regular passengers of the company’s and travel agencies’ employees.
Other fans will compete for miles in the Emirates Destination Challenge. Audiences attending the matches will use their football-playing skills to try and win mileage. Each participant will kick a ball into holes representing the airline’s three most popular destinations: Haneda, in Japan; Deli, in India; and Dubai, in the United Arab Emirates.
Those who score goals in the holes will compete for miles to travel to those destinations. The miles will be equivalent to two business class tickets. The challenge will be available in Rio and Belo Horizonte, where Emirates Destination Challenge facilities have been set up, during Confederations Cup matches up until June 30th.
The airline has not disclosed figures regarding any increase in ticket demand and sales, but claims the occupancy rate in flights to Brazil is 80%, and is betting that sponsoring teams and sports events is a means of taking fans and professionals to matches around the world. Emirates Airline flies daily between São Paulo and Dubai and between Rio de Janeiro and Dubai, where it is based.
Emirates is a sponsor of Fifa’s and all its events since 2007, and it will be present at the 2014 World Cup in Brazil. It also sponsors the following football teams: Milan, in Italy; Real Madrid, in Spain; Arsenal, in England; Paris Sant-Germain, in France; Hamburg, in Germany; Olympiacos, in Greece; and New York Cosmos, in the United States. It also sponsors Formula 1, the tennis tournaments USOpen, in the United States, and Roland Garros, in France; as well as cricket and gulf contests.
*Translated by Gabriel Pomerancblum
