The Emirates airline has confirmed it will not renew its top-tier sponsorship contract with Fifa, stating that the terms of a proposed extension did not meet its expectations.
The Dubai-based company’s partnership with world football’s governing body is due to expire at the end of 2014. It has been Fifa's airline partner for three World Cups from 2006 through 2014.
“Emirates can confirm that a decision has been made not to renew the sponsorship agreement with Fifa past 2014,” the airline said in a statement to the ArabianBusiness.com website. “This decision was made following an evaluation of Fifa’s contract proposal which did not meet Emirates’ expectations.”
Recent media reports have indicated that Emirates, along with fellow top-tier partner Sony, would not extend their Fifa partnerships. Qatar Airways, the official carrier of the 2022 World Cup host nation, has been linked to replacing Emirates on Fifa’s commercial portfolio.
In January, financial services company Visa became the fifth of Fifa’s six top-tier commercial affiliates to have committed to both the 2018 and 2022 World Cups, following Adidas, Coca-Cola, Hyundai-Kia and Anheuser-Busch.
In November 2013, sportswear company Adidas extended its long-term partnership until 2030.