Emirates has kind of made a name for themselves in sports sponsorship. How many times have you tuned into a
football soccer match and see jerseys and banners adorned with “Fly Emirates?” OK, maybe soccer isn’t big in America.
It’s really a pretty great marketing strategy, since watching sports can be a highly intense experience. There is also almost universal, irrationally emotional connection between fans of the same team, and many companies capitalize on that. In the words of Emirates’ Chairman and CEO,
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, sees sponsorship as vital in the airline’s marketing strategy. “We believe sponsorships are one of the best ways to connect with our passengers. They allow us to share and support their interests and to build a closer relationship with them,” he said.
One of my favorite videos is the live Emirates “safety video” at the Estádio da Luz in Lisbon during a S.L. Benfica game. The fans were genuinely excited to see flight attendants waving the Benfica scarves, and the safety demonstration was pure fun. It’s very clever marketing.
Emirates flight attendants have also made their way to ball parks. Earlier this year, they launched a second daily flight to Los Angles. To promote the flight, they had a group of flight attendants at a Dodgers game. Here is a video of a flight attendant “stealing” the first pitch from Orel Hershiser:
Well, they are back at it again. A group of Emirates cabin crew recently showed up to the US Open at Arthur Ashe Stadium. To start the game off, they also gave away free flight to everyone who caught a ball hit into the crowd by flight attendants.
Maybe it’s just me, but somehow, I don’t think I’d get as excited if American Airlines flight attendants showed up on the court instead…
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