Emirates Airline has entered the high-profile Formula One circuit, signing on as Partner of Team McLaren Mercedes in the days leading up to the opening race of the 2006 World Championship in Bahrain.
The announcement was made today by HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, along with Ron Dennis, Team McLaren Mercedes’ Team Principal and Chairman and CEO of the McLaren Group, alongside the International Tourism Fair (ITB) in Berlin, Germany.
Starting from the Bahrain Grand Prix this weekend, the distinctive “Fly Emirates” insignia – one of the most recognizable brand signages at top global sporting events – will prominently feature on the Team McLaren Mercedes MP4-21 Formula One cars at race events across Europe, Asia, Australia, and North and South America.
In addition, it will also be on the uniform of drivers Kimi Raikkonen and Juan Pablo Montoya, and in the team’s pit interior.
Sheikh Ahmed said: “Formula One and Team McLaren Mercedes are at the pinnacle of a sport where success is determined by having leading-edge technology, quick responses to strategy changes, ambition and teamwork – all of which resonate with Emirates’ own practices to stay at the top of our industry.”
He added: “Grand Prix racing attracts millions of followers around the globe, and we believe it will be an excellent vehicle to further Emirates’ brand awareness. We are very pleased to partner with such a prestigious team as Team McLaren Mercedes, and wish them every success for the upcoming season.”
“Today’s announcement makes the start to the 2006 Formula One World Championship even more thrilling for Team McLaren Mercedes – said Ron Dennis – Emirates is globally recognized as a world-class airline and a leader in its field. We are proud that they recognize the mutual benefits of an association with Team McLaren Mercedes. The 2006 Formula One World Championship promises to be an exciting season and with support from a company like Emirates we are off to a good start. Everybody at Team McLaren Mercedes is looking forward to the opening race this weekend and a successful relationship with Emirates.”
Emirates Airline is an established supporter of sport around the world, as it believes that sport provides a platform to reach out to its customers and share in their interests. The airline also reflects many of the values embodied by top sporting events and teams – an ambition to be the best in the field, international appeal, and an unwavering commitment to its fans and customers.