BREAKING NEWS: Emirates and Collingwood Elevate Partnership to New Heights Through 2029
In a groundbreaking move for Australian sports, Emirates and the Collingwood Football Club have announced a multi-year extension of their partnership, securing a deal that will see the airline remain the club’s official sponsor until at least 2029. The agreement, revealed this morning in a joint press conference, marks a significant elevation of their long-standing relationship, which first began in 2013.
The extended partnership includes a range of initiatives designed to benefit both the club and the broader community. Key highlights include an expanded branding presence for Emirates across Collingwood’s home games, new community engagement programs, and significant investment in the club’s facilities, including the construction of a state-of-the-art player development center at the Holden Centre.
“This is a game-changing deal for us,” said Collingwood President Mark Korda, who praised Emirates’ commitment to the club. “Emirates has been with us through thick and thin, supporting the team both on and off the field. This new agreement solidifies our relationship and allows us to continue providing the very best for our players and our supporters. We’re thrilled to extend this partnership and look forward to even greater things ahead.”
The financial details of the deal remain confidential, but sources suggest it is one of the largest sponsorship agreements in the history of Australian rules football. Emirates, known for its extensive global sponsorship portfolio, which includes partnerships with major sporting events and elite clubs, expressed enthusiasm for the renewed collaboration.
“We are delighted to continue our partnership with Collingwood Football Club, a club with a rich history and a passionate fan base that aligns perfectly with our values,” said Emirates President of Commercial Operations, Thierry Antinori. “We share Collingwood’s vision of excellence and innovation, and we are excited to take this partnership to new heights. Our extended involvement will help further promote Australian rules football to a global audience while supporting the local community in meaningful ways.”
The new deal also includes a range of fan-focused initiatives. Emirates has committed to supporting Collingwood’s international fanbase by creating exclusive travel experiences for supporters attending key matches, including international contests. Additionally, Emirates will sponsor youth and women’s football programs in Melbourne, helping to cultivate the next generation of players.
For Collingwood, the partnership comes at a critical time in the club’s ongoing journey of revitalization and growth. The Magpies, who have made strides in recent years under coach Craig McRae, are aiming to return to the pinnacle of AFL glory after a period of rebuilding. The partnership with Emirates is expected to provide both the financial resources and the global reach necessary to help them achieve their ambitious goals.
“We are entering a new era, not just as a football club but as a cultural force,” said Collingwood head coach Craig McRae. “This partnership with Emirates will allow us to expand our horizons, reach new fans, and provide our players with the best resources available. It’s a huge vote of confidence in the direction we’re heading.”
The partnership extension is expected to have far-reaching implications for both brands. For Emirates, it solidifies their commitment to Australian sports and provides an opportunity to enhance their presence in the AFL market. For Collingwood, the deal represents a chance to further cement their place among the AFL’s elite clubs, both on and off the field.
With the new agreement in place, both Collingwood and Emirates are poised to embark on an exciting chapter of collaboration, one that promises to elevate the club’s brand, foster community connections, and bring unparalleled experiences to fans around the world.
