The airline claims it is already winning fans around the globe.
Based on Emirates' award-winning 'Keep discovering' campaign, the advertisements are said to speak the language of fans and the passion of soccer in an international and global context.
The message of the campaign is that wherever you go and whatever cultural background you have, you'll find people all around the world who have one thing in common: 'We all speak one language: Football'.
The campaign, developed by Saatchi & Saatchi in Germany, has been winning plaudits with fans in online polls across Europe. Readers of Italy's 'W&V', the leading trade press for marketing, advertising and media, and Germany's 'TV Spielfilm', the leading magazine for TV programmes in Germany, have both voted the advertisement as among their favourites on air.
HH Sheikh Ahmed bin Saeed Al-Maktoum, Emirates' chairman, said: "For Emirates, sponsorship is an important means of reaching out to our passengers worldwide, through sharing and supporting their interests. Our massive investment in football underscores our confidence in the continued international growth of Emirates, and in the growth of Dubai as a regional hub for business, tourism and sports."
The multi-million dollar advertising campaign - which comprises TV, cinema, print, outdoor and online - can be seen across the globe on CNN, BBC World, Discovery Channel, National Geographic, Euronews and Eurosport, among others, and will run from now until the end of March.
The print campaign, which runs in conjunction with the TV ads, will be seen in target publications around the world including 'The Sunday Times', 'The Daily Telegraph', 'The Sydney Morning Herald' and other major international newspapers.
The advertisements, which are set in four different destinations which Emirates flies to, represent key regions including Dubai, South Africa, Hong Kong and Italy. In each case the story revolves around travellers discovering they have one thing in common which unites them with the locals in each destination - a love of soccer.
