“We are looking at sponsorship of more sports in the future if we feel
this will promote Dubai and promote Emirates.”
Ecclestone said it would now be “the natural thing to do” for
Emirates to take their Formula One involvement a step further and launch a
motor racing team.
Neighbouring and rival emirate Abu Dhabi hosts a November Grand Prix race, but
its involvement in the sport was scaled back last year when a state-owned
investment fund, Aabar, sold a 40 per cent stake in the Mercedes Formula One
team to Daimler, giving the German carmaker full control.
Sheikh Ahmed, the uncle of the ruler of Dubai, said the airline’s total sports
sponsorship now stood at 1 billion dirhams (£172.4 million) this year.
In November, Emirates agreed a new $239 million sponsorship deal with Arsenal
that extends its shirt partnership with the north London club to the end of
the 2018/2019 season.
Arsenal’s 60,000-seat home will also continue to be known as the Emirates
Stadium until 2028.
The Dubai carrier is one of a number of Middle Eastern airlines to back major
European football clubs.
Abu Dhabi’s Etihad Airways sponsors English champions Manchester City, while
Barcelona will have the Qatar Airways name on their shirts for next season
after long eschewing corporate branding.