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Emirates signs with Team NZ for the America’s Cup

Emirates signs with Team New Zealand for the America's Cup

Dubai-based international airline Emirates today signed a lead sponsorship and naming rights agreement with America's Cup challenger Team New Zealand.

The team will be known as Emirates Team New Zealand.

Emirates Airline president Tim Clark, announcing the sponsorship at a function in Auckland, said: "We believe our involvement with Emirates Team New Zealand represents an excellent promotional opportunity on a global stage and underscores our commitment to New Zealand.

"The company is expanding rapidly into new markets. The America's Cup regatta, with its history and prestige, and Team New Zealand, with its focus and drive, are a perfect fit for Emirates."

Mr Clark said Team New Zealand, holder of the America's Cup from 1995 to 2003, embodied many of the values held by Emirates. "It is truly professional, seeks quality in all aspects of its operation and it is highly competitive."

He said that Emirates' presence and awareness in New Zealand had rapidly grown since Auckland services started last August and would further expand with the addition of services to Christchurch from 2 July.

"This sponsorship, in addition to our sponsorship of the New Zealand Golf Open, will undoubtedly raise our New Zealand profile and further cement our support of the New Zealand market."

The chairman of Toyota New Zealand, Mr Bob Field, announced that Toyota was continuing to support the team as one of two elite sponsors. This will be Toyota's fifth successive America's Cup campaign spanning 15 years.

Mr Field said that the thought of giving up on recapturing the America's Cup was simply unacceptable to his company. He also believed that it was not in the national interest for the failure of the 2003 Defence to be the last chapter in New Zealand's long and distinguished participation in a great event.

"We have strong confidence that Grant Dalton and his new team will learn from the mistakes of 2003 and be a much stronger performer in the role of challenger" said Mr. Field. "In fact Toyota would not have become involved again if we didn't believe the Team could go all the way and bring the Cup back to Auckland".

Mr. Field commended and acknowledged the New Zealand Government and Emirates for their strong expression of confidence in the Team which has made the challenge possible.

While the higher sponsorship costs of the 2007 campaign required Mr. Field to seek additional support from Toyota International, he had no doubt that the high profile arrangements for hosting the Cup in Europe would provide all Team New Zealand stakeholders with greater levels of global exposure and excellent sponsorship value.

Minister for the America's Cup Trevor Mallard congratulated Team New Zealand for its determination to fight back with style and announced that with the commercial sponsorships secured, the government's previously announced trade and tourism investment was now confirmed.

"Research has shown that our investment of $33.75 million will be more than recouped as we leverage tourism and trade spinoffs from the European regattas. Increased economic activity from the Auckland-based build-up is estimated at a minimum of $85.5 million, tax revenue at $25.5 million. Significant global media exposure for New Zealand trade and tourism is also expected.

"Clearly there will also be potential spin-offs for New Zealand in the Middle Eastern market. We now wish Emirates Team New Zealand well in the three years ahead and look forward to a competitive challenge that does New Zealand proud."

Emirates Team New Zealand managing director Grant Dalton welcomed the airline to the Team. "Over the past few months we have come to know the Emirates people well. They share with us a vision for success, a passion for excellence and a no-nonsense, practical approach to the business of winning.

"The Team could not wish for a better lead and naming rights sponsor.

"We welcome back Toyota New Zealand, a supporter for five America's Cup campaigns. Toyota has made a massive contribution to Team New Zealand and the New Zealand Challenge before that. I worked with Toyota previously when they were a sponsor of New Zealand Endeavour in the 1993-94 Whitbread.

"The loyalty of the company and the people involved and their continued support is an inspiration to the Team after the disappointments of last year."

Grant Dalton said: "Emirates Team New Zealand is on the way back thanks to the magnificent support of the New Zealand Government, our commercial partners, private individuals, our directors and the yachtsmen, designers, craftsmen and support people who have signed with us. Everyone concerned has taken a great leap of faith; we thank them all for that.

"With the support we have secured to date, Emirates Team New Zealand can now announce that it will lodge a challenge for the 2007 America's Cup.

"We have not yet found all the sponsorship that the Team needs but we are now robust enough to launch a very competitive challenge."

Monday 14 June 2004

Emirates Overview

Launched on 25th October 1985, Emirates is the international airline of the United Arab Emirates, based in Dubai.

Emirates has evolved into a globally influential travel and tourism conglomerate in just a few short years. Wholly owned by the Government of Dubai, the airline has had to develop and expand in order to stay ahead of the competition, made all the more fierce by Dubai's continuing open skies policy - a policy wholly supported by the airline.

Emirates Airline has been serving New Zealand since August 2003 and currently flies three times daily from Auckland to Australia, Dubai and beyond. From the 2nd of July, direct services will also be operated from Christchurch to Dubai via Melbourne.

Financially independent and thriving, Emirates has not been subsidised in any way by its owners, other than initial assistance with start up costs. The airline has recorded a profit in every year except its second year of operation.

Growth has never fallen below 20 per cent a year. In its first 11 years, it doubled in size every 3.5 years and has every four years since.

In the last two financial years - 2002-04 - the Group's revenue increased by 31 per cent and 30 per cent, respectively, and has reached US $3.6 billion. Group profits increased by 67 per cent in the latest financial year ended on 31 March 2004, reaching US $476 million.

Now comprising an award-winning fleet of 69 aircraft, an international cargo division, a full-fledged destination management and leisure division, an international ground-handler and an airline IT developer, Emirates is characterised by two key features: continuous explosive growth and a constant focus on top quality service. Managing to maintain the latter while continuing the former is the secret of Emirates' success.

At the Paris Air Show in May 2003, Emirates announced the largest aircraft order in aviation history worth US$19 billion, adding 71 new aircraft - a mix of Airbus and Boeing - to its fast-growing fleet. It is now the main launch customer for two innovative ultra-modern Airbus aircraft - the A340-600 HGW and the A380 double-decker super-jumbo.

The airline's extensive expansion plans include additions to the fleet, non-stop flights, new destinations, and increased frequencies. The new Airbus A340-500s feature revolutionary new First Class suites, creating a benchmark for the airline industry. Business Class seats and inflight entertainment have undergone a major upgrade. In 2008 Emirates will receive the first of the 45 Airbus A380s on order.

Currently responsible for 50 per cent of all flight movements in and out of Dubai International Airport, Emirates' aim is to increase this tally to 70 per cent by 2010, without compromising quality. The airline currently flies to 76 destinations in 54 countries around the world and the network is expanding constantly. Nearly 400 flights depart Dubai each week, serving five continents.

In the financial year 2003/2004, Emirates carried 10.4 million passengers and 660,000 tonnes of cargo. Always in the forefront of aviation technology, Emirates flies one of the youngest fleets in the world, with an average aircraft age of only three years.

The Group's workforce grew by 22 per cent - 4,000 new employees - in the 2003-04 financial year, reaching 22,500 on 31 March. New hires averaged 77 per week during the year.

Its people are the backbone of the airline, a point emphasised by the investment the company has made in development and training at the ultra-modern Emirates Aviation College.

Emirates' aim is to develop Dubai into a comprehensive aviation hub that will ultimately serve as an important global longhaul hub.


- Emirates Airline

- Emirates Destination and Leisure Management

- Emirates Holidays

- Arabian Adventures

- Al Maha Desert Resort

- Emirates SkyCargo

- Dnata

- Dnata Airport Operations

- Dnata Cargo

- Dnata Agencies

- Mercator

- Transguard

- Galileo Emirates

Emirates also holds a 43.6 per cent stake in SriLankan Airlines, a 51 per cent shareholding in Dubai-based Maritime and Mercantile International LLC (MMI) and a 54.7 per cent equity shareholding in Emirates Flight Catering Co. LLC which provides all the airline and airport catering services at Dubai International Airport. Emirates holds 50 per cent interest in Emirates Hotel LLC, the company that owns Le Meridien Al Aqah Beach resort.

Dnata fully owns Dnata Travel (UK) Ltd. and Dnata-Wings Aviation Systems Corporation. It also owns 50 per cent equity in Dubai Express LLC and Gerry's Dnata (Pvt.) Ltd. as well as 49 per cent equity in Safiran Dnata Airport Services PJSC.

Emirates Sports Sponsorship

Emirates Airline's commitment to sports sponsorship is well established. Emirates first became involved in sponsorship in 1986, just months after the airline began operations.

Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Emirates, sees sponsorship as vital in the airline's marketing strategy. "We believe sponsorship is one of the best ways to integrate with our passengers. It allows us to share and support their interests and to build a personal relationship with them," he said.

Powerboat racing was one of the first major sports to attract Emirates' support and it was the very first sponsor of the first powerboat race held in Dubai in 1987. The airline has sponsored the Dubai leg of the UIM Class 1 World Offshore Powerboat Championship since 1992.

Current sponsorships include:


- 2006 FIFA World Cup, Germany

Official Partner for the 2006 FIFA World Cup, the world's premier football tournament. Emirates will feature on all FIFA publicity material including perimeter boards in 12 stadiums throughout Germany and a ticketing and hospitality facility for all matches in the tournament. Official Partner Agreement also features a complete media rights package, which includes branding on the official and websites. The agreement runs until the end of the 2006 FIFA World Cup and also includes the 2005 FIFA Confederations Cup in Germany respectively.

- Chelsea FC

Official club sponsor of Chelsea Football Club, one of the top English Premier League clubs. Brand awareness through TV exposure of shirt and perimeter board branding.

- Asian Football Confederation (AFC)

In an agreement that will run until 2005, Emirates Airline will enjoy sponsorship benefits at Asia's premier football events including the newly formed AFC Champions League, and the Asian Cup, which will be held in China in 2004.

- The Franz Beckenbauer Foundation

Three-year sponsorship of the Franz Beckenbauer Foundation, a charity organisation for underprivileged children. With this agreement Franz Beckenbauer will become Emirates Global Ambassador for Sports and Social Activities and will represent Emirates at various events throughout the sponsorship period.


- Dubai World Cup (Group I)

Title sponsor since 1996 of the world's richest event carrying prize money totalling US$6 million and attracting the world's top thoroughbreds.

- Godolphin

Multi-million US dollar sponsorship of horse racing's most successful international stable.

- Melbourne Cup Carnival

Sponsors of three races - The Emirates Classic on Oaks Day, The Emirates Stakes on Emirates Stakes Day, and the Emirates Airline Legends Race - at the famous Melbourne Cup Carnival, at Flemington Racecourse, Melbourne, Australia.

- Race Meetings

Sponsors of prestigious race meetings around the world including Newmarket and Ascot (UK), the Curragh (Republic of Ireland), The Princess Margaret Cup in Mauritius, and the Singapore Derby.


- Dubai Tennis Open

Official Carrier of the Dubai Tennis Championships.


- Dubai Rugby Sevens

Instrumental in building the global status of the Dubai Rugby Sevens to become a world class event. Admitted to the International Rugby Board's World Sevens Series in 1999.

- World Sevens Series

Sponsors of The Emirates Airline Bordeaux Sevens and The Emirates Airline London Sevens, two legs of the International Rugby Board's World Sevens Series. This is the second year of sponsorship.

Title sponsor and Official Airline for the South African leg of the World Sevens Series for three years from 2000.

- England 7s Rugby Team

Official shirt sponsor of the England 7s team. This recently signed agreement runs until 2006.

- Samoan 7s Rugby Team

Official shirt sponsor of the Samoan 7s team. This recently signed agreement runs until 2006.


- Collingwood

4-year sponsorship of the Aussie Rules team.


- Dubai Desert Classic

Official Carrier for the annual Dubai Desert Classic since 1989, promoting the best of professional golf by bringing the game's top names to Dubai for the Middle East round of the European PGA tour.

- BMW Asian Open

Official Carrier for the BMW Asian Open, which took place in Shanghai, China, May 2004

- BMW International Open

Official Carrier for the BMW International Open, taking place in Munich, Germany, August 2004

- Holden New Zealand Open

Major Sponsor and Official Carrier for the Holden New Zealand Open, taking place in Auckland, January 2005

Barclays Scottish Open

Official carrier for the Barclays Scottish Open, taking place in Glasgow, July 2004.



Sponsorship of the Emirates Elite Panel of ICC Umpires and Referees for all Test and One Day international matches, including branding of on-field clothing worn by umpires and referees.

- Dubai Cricket Council

Partnership with the DCC to encourage the growth of cricket in the region with the introduction of a new tournament - the Emirates Airline Cricket Cup, which features the 16 elite teams in the United Arab Emirates.

© Scoop Media

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