(ATR) FIFA won’t be flying with Emirates Airlines any longer.
On Monday, the Dubai-based airline said it would not be one of FIFA’s top-tier sponsors for the 2018 or 2022 World Cups.
In a statement, Emirates said, "This decision was made following an evaluation of FIFA’s contract proposal which did not meet Emirates’ expectations."
Emirates deal lasted through the end of 2014.
Some media reports say the decision was made to disassociate the brand from the scandal-plagued Qatar 2022 World Cup. A report in London’s The Guardian newspaper says Sony, one of the other six FIFA partners which includes Emirates, "is also understood to be reviewing its position" as the four-year World Cup cycle draws to a close at the end of 2014.
However, Emirates' decision does open the door for rival Qatar Air to serve as a FIFA or local organizing committee sponsor.
FIFA partnerships are worth a reported $135 million to $480 million. Emirates jumbo jets were seen in airports where FIFA Congresses were taking place. Emirates was also part of all major FIFA events.
Emirates first partnered with FIFA for the 2006 World Cup in Germany, becoming a FIFA Partner in 2007.
On Emirates website, the company said, "Soccer is a truly global sport and consequently has always been an important strand in Emirates’ sponsorship portfolio ... Emirates’ sponsorship of FIFA is central to its soccer strategy, facilitating connection with football fans across the world."
Adidas, Coca-Cola, Hyundai/Kia and Visa are the other FIFA partners.
Written by Ed Hula III
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