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Emirates relinquishes FA Cup final title rights to support mental health campaign

(Photo by Marc Atkins/Getty Images)

The 2020 FA Cup Final will be known as the Heads Up FA Cup Final after title sponsor Emirates, the Dubai-based airline, donated its naming rights to the mental health awareness campaign.

Led by Football Association president, Prince William, Heads Up is an initiative which combines the FA and one of its charity partners, mental health support organisation Heads Together. It was first launched at the Community Shield match between Manchester City and Liverpool in August 2019.

Emirates has been the title sponsor of the FA Cup since 2015, it signed a £8m per year renewal on its deal until the end of the 2020-21 season in 2017.

Heads Up’s mission is to raise awareness, spark conversation and signpost support for those in need, highlighting to the nation that everyone has mental health and it’s just as important as physical health.

The Duke of Cambridge commented: “It’s quite timely bearing in mind what we’ve all been through with this pandemic. I think there’s going to be, sadly, a lot of repercussions from this in society, not just in football, in terms of people’s mental health. Hopefully the FA Cup can be a bit of a pivot that people can rally around.”

His Highness Sheikh Ahmed bin Saeed Al Maktoum, chairman and chief executive of Emirates airline and group. said: “We’re happy and honoured to donate our use of the FA Cup title, and use this platform to raise awareness for such an important cause. With the challenges that the world is facing this year, it’s more relevant than ever for us to use our global reach to inform and unite people around mental wellbeing.”