Past
and current sponsorship
The
company have been actively involved in many sports events in the past and in
the present. The types of sports that they sponsor are popular sports such as
Football, Rugby, Tennis, Motorsports, Horse Racing, Golf, Cricket and many
more.
Possible
objectives for its participation
Emirates Airlines seeks to create and increase brand awareness through their participation
in sports events. As sports is a highly popular source of entertainment, as
seen in the poll by Gallup “Seventy-two percent of 18- to 29-year-old are
sports fans. (Carroll, 2005) ”. This
shows that which such a large percentage of the population viewing the sports
sponsored by Emirates Airlines, it is very likely to be noticed resulting in
increased awareness for Emirates Airlines.
Also, they do not just randomly
choose a sport to sponsor but based on which sport is the most popular. As seen
in the following lines of the report “Football is Americans' favorite sport to watch;
37% of Americans mention football when asked without prompting to name their
favorite sport to watch. (Carroll, 2005) ” it
shows that Football is a very popular sport which is likely why the focus of
sponsorship from Emirates Airlines is on football to ensure that it reaches
more audiences and potential customers. As seen in the following lines “A partnership with the Asian Football Confederation allows
Emirates to be visible within the important markets in Asia. (Emirates,
n.d.) ”.
this
further proves that the objectives of sponsorship is so that the brand can be
more well-known increasing its Brand Awareness.
Image Enhancement
The
other possible objectives for sponsorship is for Image Enhancement, Emirates
Airlines hopes to reinforce their current image of being the World’s Best
Airline and keep its reputation for its services. As seen in the following
lines “Emirates Airline is well-known for its services
and the passengers feel home while traveling in this airline. (Haseeb, 2015) ”. Hence, by sponsoring in sport events that are largely viewed
by people around the word they get to reinforce their image of being a good
company as their brand image. As seen in the following lines of the official
site “We believe sponsorship 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. (Emirates,
n.d.) ”. This
supports the view that their objective of sponsoring these events is for Image
Enhancement, letting the consumers have the impression that they are a good
company.
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