Introduction
In context of the marketing practices implemented in the operation domain of airline
businesses, this essay is making an insight into the role of sponsorship in case of the Emirates
Airline (EA). The basic concentration of this paper is to understand the role of sponsorship in
terms of operations in airlines as well as related airports. The idea is to explore and
comprehend the factors of sponsorship that are responsible to paving the road of success for
an organisation. The case of Emirates Airline (EA) has been selected for the critical analysis
of the success attained by the selected company in aviation marketing.

The Case
The ownership of Emirates Airline (EA) is in the hands of the Corporate Investors working
under the Government of Dubai, UAE. The official declaration of Emirates Airline (EA) in
their Annual Report of 2015 declares that it has been recognised as the largest airline
organisation in the entire Middle East, with an operating expansion of 3,300 flights/week
from Dubai International Airport. These flights are to 78 nations spread all over the world
(Emirates Airline, 2015). As reported by Frontier Economics (2015) since 2014, the flights of
Emirates Airline (EA) are increased by 29 airports in selected 28 cities of EU28. This
operation comprises of 700 flights operating per week in both the back and forth directions.
The success story of Emirates Airline (EA) in Europe appears very important in terms of
gaining developed route network, which is responsible for connecting many cities of the
world through Emirates Airline hub in Dubai.

Background
In the words of the official declarations made by the The Emirates Group, the history of
Emirates comprises ‘incredible development’ and is ‘fascinating. The Emirates (2015, a)
refers the history of Emirates Airline (EA) back to 1980s. during the mid of this decade, the
Gulf Air started cutting back most of its services to channelised to Dubai. It is at this position,
that Emirates came into being in the month of March of 1985, that specifically was supported
and backed up by the royal family of Dubai. The collaboration was initiated with Pakistan
International Airlines offering a minimal of two airline aircrafts at wetlease. In order to gain

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independent operative hold, the government subsidies were considered along with $10
million as the capital investment. These developments were initiated by Ahmed bin Saeed Al
Maktoum as the head and the current Chairperson of Emirates Airline (EA). Emirates (2015)
states that it hardly took any time for Emirates Airline (EA) to expand its destinations and
fleet. As such by October of the year 2008, Emirates made a huge shift of all its aviation
operations to the Terminal 3 of Dubai International Airport. The plans for its rapid
expansions and growth are still part of its success story and sustainability in the competitive
sky seems like a simple strategy to it.

The Success Story
Emirates (2015) depicts the trend of gaining regular success of Emirates against the
continuous regional instability and international economic volatility, as not miraculous, but
strategically well equipped. This report added the key combination of having the business
wisdom, along with savvy insight into the investment plans and perfect practical ambition. As
Emirates celebrates, the 25 th anniversary in the year 2015, the organisation marks its
remarkable sustainability and extensive growth with appropriate respect and recognition in
the international market. A critically investigated report by Mnisri (2010) notes that the secret
of success of Emirates is in its strong hold over the marketing strategy that emphasises in
terms of creating strong image of the brand and necessary awareness to be created
worldwide. The report of Mnisri (2010) adds that the role of the sponsors are very inevitable
in creating this success story. The management of sponsors sports clubs, as well as events in
the UAE and various esteem locations noted worldwide are the base for generating absolute
marketing strategy for the organisation. To this venture Emirates (2015 a) refers to the
continuous explosive growth of the organisation with continuous strive to offer best service
to its consumers in the aviation industry. The recent growth plan of Emirates Airline (EA)
comprises of –
 Award winning cargo division in the international business periphery,
 Management of full-fledged destination, as well as leisure division, &
 IT developer for the Airline on an exclusive basis.

Role of Sponsorship: EA
The role of sponsorship initiated by any business is very significant and powerful in terms of
introducing its products, services or even itself a new market. The success story and the
extensive participation of Emirates Airline in sponsoring various events, especially those
related to sports, exemplifies the significance of sponsorship as an effective marketing tool
for creating brand image and awareness at large. In reference to the act of ‘extending brand
reach’, the Annual Report 2014 of Emirates Airline states,
“Our sponsorships are one of the most visible ways in which we connect people with
their passions”.

(Emirates Group, 2014, p. 11)

This is a declaration that confirms that Emirates Airline considered those elements for
sponsoring that are closely related to human passion, and its sports. The report adds that
Emirates in the current scenario is noted as one of the most popular brands that are involved
in sponsoring top level events of sports. Its partnership with selected football clubs in the
world, international meets in cricket, Formula 1, and other sports like golf, rugby,
horseracing, tennis, and Cup sailing of America, has actually successfully created the essence
of omnipresence of Emirates on a worldwide basis. The annual report of 2013-14, states that
a total of AED 850m has been already invested over the overall dnata business within the FY
of 2013-14, with the establishment of a new record that added the extra edge of being
recognised easily, for the airline division.

Sponsorship & Marketing
The interrelationship between sponsorship and marketing is related to the process of gaining
credible publicity in the market. These aspects are definitely interrelated, yet there is the need
to understand the distinction of publicity that is cost-effectives against the advertisement
((McChesney, 2008). Though both are tools of marketing, yet the sponsorship appears most
effective and lays serious impact of the brand image on the consumers as a whole. The
selection of sponsorship as a marketing tool by Emirates Airline has added enough essence
credibility to its brand awareness ventures, worldwide.

Analytical research led by Reed (2013) appreciates the sponsorship activities of Emirates
Airline in the sports related activities and various international sports events. However, there
is also the reference made towards the least possible participation of Emirates Airline in the
networking of the social media. The entire approach of Emirates Airline is in meeting the
mass population on a wide ranged spectrum rather than meeting them individually through
social media. Moreover, it is important to note that the less participation of Emirates Airline
in social media actually creates the image of being on hoardings for a positive cause rather
than being restricted to the PCs (McChesney, 2008).

Sports Sponsorship
The approach of considering sports sponsorship in the marketing domain, aims in meeting
wide ranged audience in an international ground. As noted by ACL (2011), the selection of
sports sponsorship by Emirates Airline is part of its strategic marketing, whereby the
organisation successful in getting the ideological image for its brand, on a wider scale. As
identified by Aaker and Erich (2000), on a global basis sports sponsorship appears more
effective than any other marketing tool as it is strong in creating the higher competitive
margin for the competitors. Nataraja and Al-Aali (2011) confirms this theoretical declaration
of Aaker and Erich as effective in reference to Emirates Airline. For Emirates Airline, this
margin has been achieved through its promotional mix of meeting targeted consumers and at
the same time in terms of creating brand image widely. It’s role of sponsoring in various
environmental activities and community services has actually made Emirates Airline one of
the most popular organisations in the world. However, Nataraja and Al-Aali (2011) still
emphasise that the omnipresent and strong brand image of Emirates Airline has been
established mainly through sports sponsorship, along with its equal conscious about the
comfort and profit of its employees as well as stakeholders in international business arena.

EA Aviation Marketing
The marketing sponsorship of the aviation business in sports domain by Emirates Airline has
been identified in diversified events. According to the list enlisted by Wilson (2015) sports
sponsorships led by that Emirates as an organisation stands immense. Sponsorship of

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Emirates Airline is distinct in football as they were involved in World Cup, Arsenal in EPL,
Real Madrid in La Liga, Paris St Germain in Ligue Une, AC Milan in Series A, Humburger
FC in Bundesliga, and even Olympiacos in Super League. Banners and hoardings of Emirates
Airline are also very distinct in the Saudi League, in Asian Football Confederation, and New
York Cosmos. Sponsoring popular games like rugby in USA Rugby, Emirates offered stylish
eye-catching helmets and pads to the players. ATP World Tour, followed by US Open, World
Rankings, Rogers Cup and BNP Paribas Cup, are the tennis game series that are also
sponsored prominently by Emirates Airline. The marketing impression established by
Emirates Airline is also very tactful. As for instance, the relaxed, comfortable and luxurious
first class leather seats in the US open are the keys to make the spectator feel that the similar
comfort will also be made available in the Airline services.
Following the same thread, while sponsoring F1, the Emirates Airline even created a
specialised TV channel dedicated to F1 extensively. Innovation and creativity are thus
integral to the marketing of aviation business for Emirates Aviation. These are also seen in
the sponsorship activities with sports like horse racing, as in the Melbourne Cup; 18 events as
the Ryder Cup in Golf; being part of rugby union through the means of sponsoring the IPL,
official ICC match, as ICC World Cup as well as Twenty20 World Cup.
Marketing Strategies
By the implementation of right marketing strategies, by 2018, Emirates Airline has planned
to have more than 320 aircrafts and more than a count of 400 aircrafts by 2020. Considering
the growth rates of Emirates Airline these assessments appears very practical.

The success story of Emirates Airline is not limited to mere publicity. The activities of
publicity and advertisements through sponsorship are the means to show the world that the
EA is very active and strong in meeting all those rules that can add authenticity and
credibility to its services. As for instance, EA is very particular in supporting the IATA
(International Air Transport Association) norms, like (Emirates, 2012)-
 investment make for the use of improved technology in airlines and airports
 effective means of managing operations at fleet & airports
 maintenance of efficient and hi-tech infrastructure for convenience
 approval of positive measures for economic development
These are grass root strategic implementations that make the entire programme of
sponsorship, a success without any major challenge. The keys of managing strategies for
successful sponsorships are all based on the practical declarations and operational
management of EA in the international market of aviation.

First Key: The very basic step is to have comprehensive and clear communicational
objectives, initiated by the organisation for respective brand. For EA, this is done through the
collaboration of responsive communication facilities maintained with the consumers. EA is
very particular about its visibility by appearing in various popular sports event, worldwide.
Its brand awareness and developmental associations with community services, says it all
(Nataraja and Al-Aali (2011).
Second Key: The second key is to remain proactive. The proactive initiation of EA is
managing sponsorship has been well acclaimed already as the company selected the domain
of sports to reach the ‘inner passion’ and every corner of human society through international

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display of its participations (Emirates Group, 2014, p. 11). Considering sports as the ground
for developing sponsorship makes EA a common and popular brand, globally.
Third Key: The third key is to identify the gap to ‘fit in’ exceptionally. As marked by Aaker
and Erich (2000), the process of fitting exceptionally between a particular event and the
respective brand is though dicey, yet can offer instant success. EA is very bold and strong in
taking this initiation. Even after being a brand from aviation industry, its presence in different
kinds of sports events created room for its awareness among global population. It appears
strange, yet amazing the way Emirates gained hold over the act of ‘fitting in exceptionally’.
Fourth Key: The fourth key refers to own sponsorships, and for EA the huge back up is
Emirates Group itself. The logo in general is strong enough to offer an incorporated banner to
EA.
Fifth Key: The 5 th phase refers to the act of being analytical to the publicity opportunities. It
is here that EA refuse to remain active in the social media networking and concentrate more
in international sports events (Reed, 2013). The motive is simple. EA through Emirates, just
wanted to gain extensive recognition in public rather than meeting people individually on
personal grounds. The approach is open and popular.
Sixth Key: Sixth key is that of payoffs multiple sponsorship, which is very systematically
managed by the Emirates group. The financial security and meeting the challenges of
economic risks, are considered as a family matter by Emirates group and this EA gains the
opportunity to maintain payoffs through multiple sponsorship.
Seventh Key: The last key is to manage sponsorship actively and that is definitely gained by
the inhouse management services of Emirates Group.
However, apart from these key strategies, whereby Emirates Airline is much supported by
Emirates Group; there are individual initiations noted for gaining exclusive dominance over
the market and laying serious impact on the consumers. These keys are operational
management leadership and necessary alliances, wherever needed.

Management Leadership
The tactics and approaches of leadership for the attainment of a successful business have
attained innumerable definitions. According to Bass, the aspects of organisational leadership
in terms of accomplishing management practices needs to get structured in the form of “an

10

interaction between two or more members of a group that often involves a structuring or
restructuring of the situation and the perceptions and expectations of group members” (1990,
p. 19). Under the pressure of cross cultural management structures, there is the need to
consider an admixture of transformational attributes, sharing of power as well as authority
and responding to every issue in accordance to the current situation. In reference to Emirates
Airline, the core consideration is for phenomenal growth that is made possible by the
typically structured strong and very stable traits of leadership. As identified by Mnisri (2010)
the key note to the trend of gaining success for Emirates is its capability to manage a stable
continuity of the team of management. With a combination and team work of talented and
experienced executives, Emirates Airline is very successful in gaining mutual management
approaches in all its branches spread all over the world. Under the efficient guidelines of the
CEO, Sheik Ahmed Bin Saeed Al‑Maktoum, the leadership of Emirates Airline is open to
transformational, power-sharing, and situational combination of management structure. As
for instance, Emirate Airline in Dubai gets transformed into more contemporary style in
European nations. Being the fastest developing intercontinental carrier, the management of
EA is flexible enough in considering the cultural differences of all the six continents, yet
adding the developmental growth and sustainable services to the consumers.
Allied Sponsorship
It is the leadership trait of EA under the formulation of combining transformational, power-
sharing, and situational approaches that the company is successful enough in establishing its
allied sponsorships with much ease. The reports of Repucom (2015) declares that Emirates is
very specific in selecting its sponsorship partner and it is this keenness and preciseness that
the company earns a lot in gaining brand awareness in respective nations. As for instance,
Repucom states that in the Arsenal FC, Emirates chose to be with Arsenal and this dual
sponsorship appeared very beneficial to the company. The following graph shows the success
rate in this matter –

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