Emirates spends its money in soccer

The Emirates airline has signed a $195m deal to become a partner of the Federation Internationale de Football Association (FIFA) from 2007 to 2014. The Dubai-based airline will get rights to all FIFA events - including both the 2010 and 2014 World Cups.

"It is part of Emirates plan to become a global brand and household name and association with the most high-profile sporting event in the world is one part of Emirates's strategy to achieve that aim," said Emirates chairman Sheikh Ahmed bin Saeed Al-Maktoum,

The news means that a big potential partner for Formula 1 has been missed, even if the company currently has a small sponsorship deal going with McLaren. It is possible that a motorsport sponsorship might also be agreed in the future but at the moment it does not look like Emirates will have the budget to do Formula 1 and soccer at global level.

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