Ministry of Sport

Emirates Renews 20 Year Partnership With Collingwood

Despite cutting back on sponsorships, Emirates Airlines has renewed its Premier Partnership with Collingwood Football Club for a further five years.

Originally coming together in 1999, the contract extension will see Emirates and Collingwood continue into its third decade.

The distinctive and globally recognised Emirates logo has featured on the iconic black and white striped Collingwood jumper across every season, including grand final campaigns in 2002, 2003, 2010, 2011 and 2018.

“The partnership between Emirates Airlines and Collingwood is one of the most significant and lasting in Australian sport,” Collingwood president, Eddie McGuire, said.

“At Collingwood, we believe in offering a helping hand to those in need, which is why we will never forget the role our friends at Emirates played in helping Collingwood back on to its feet two decades ago.

“Side by Side ever since, our two organisations have grown and prospered.

“Today, together, Collingwood and Emirates personify excellence, innovation, ambition with care and professionalism.

“Twenty years ago, Emirates and Collingwood took flight.

“Together, they continue to fly first class,” McGuire said.

Emirates previously had a sports sponsorship portfolio worth about $20 million a year but has since dropped the Melbourne Cup and Emirates Stakes at Flemington.

Barry Brown, Emirates Divisional Vice President Australasia, attributes the longevity of the sponsorship to the nation’s passionate sporting culture and the club’s values and ambitions, reflecting Emirates’ own commitment to the local Australian market for two decades.

“We’re proud to be renewing our partnership with Collingwood Football Club after 20 years as Premier Partner, making it one of our longest standing sports sponsorships globally,” Brown said.

“It’s a true partnership in every sense of the word and has created opportunities to connect travellers with an iconic Australian club.”

“Sport is an incredibly powerful connector of people, bringing them together for moments of success and triumph.

“The Collingwood Football Club has an abundance of passion and dedication, mirroring Emirates’ commitment to its customers through superior service and a world-class experience.”

Collingwood sits prominently within a prestigious global Emirates sponsorship portfolio that includes the Cricket World Cup, Rugby World Cup, Arsenal FC, Formula One and the Dubai World Cup.

Collingwood CEO, Mark Anderson, described the renewal as a moment to consider the past but also cast forward.

“When we met with Emirates at the start of this year we had the chance to reflect not only on the 20 great years we have already shared, but also to celebrate the exciting future we will build on together,” said Anderson.

“We were able to share the vision of our plans for our club, our teams and our facilities here in one of the world’s great sporting precincts, and we look forward to bringing those world-leading opportunities to life over the next five years with our partner.

“Having such a valued partner as Emirates committing to us for another five years reinforces this direction and provides an incredible opportunity for Collingwood to deliver on our growth plans as a club.

“We look forward to working together and providing even greater value to Emirates through our digital audiences, our national footprint and reputation for excellence.”

Shaun Carney

Shaun Carney