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Emirates becomes global partner of Formula One

Bernie Ecclestone has agreed another global partnership for Formula One © Sutton Images

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Emirates Airlines has been announced as a global partner of Formula One on a five-year deal.

In an announcement made by Bernie Ecclestone and Emirates chairman and chief executive HH Sheikh Ahmbed bin Saeed Al-Maktoum it was revealed that the deal will give Emirates "a strong branding presence at 15 races" on the 2013 calendar and "branding will be displayed on circuit bridges and associated ground signs". Ecclestone described the news as "an important partnership" while also revealing races will be available live in flight.

Emirates has a first class international reputation and I'm very pleased to welcome such a prestigious company as a global partner of Formula One," Ecclestone said. "Watching Formula One races live in flight will be something special for Emirates customers and Emirates branding at this many races on the calendar will lend strong support to their ambitious expansion plans. With considerable overlap between their priority markets and our own I look forward to many successful years working on this important partnership together."

Sheikh Ahmed said it was important for Emirates to continue expanding its sporting sponsorship portfolio.

"This is an exciting global opportunity to align two world leading brands," he said. "The ambition, cutting-edge technological standards and worldwide reach of Formula One go hand in hand with Emirates' vision and ambition.

"For many years, Emirates has been at the forefront of sports partnerships across the world. With the addition of this global partnership with the Formula One group we are continuing to expand our sponsorship portfolio, which I'm sure will be appreciated by sports fans. Today's Formula One partnership follows on from our recent sporting announcements such as re-signing a multi-year sponsorship agreement with Arsenal Football Club, being a sponsorship partner of the 2014 Commonwealth Games and becoming the Official Airline of the ATP World Tour tournament."

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