5) Sponsorship Recommendation for Emirates

Olympic Games 

The first sponsorship recommendation for Emirates Airlines would be the Olympic Games. Emirates has sponsored mega high profile event and it is not a new thing to them. Hence moving forward, the Olympics is a suitable event for them to sponsor.

Three main factors for recommending the Olympics is that one, it is a sporting event. Emirates has sponsored many different sporting events, athletes, and associations in the past and they are still doing it. Majority of Emirates’ sponsorships are sports related, hence this is in line with their other sponsorships and it is an area they are more familiar with. Secondly, by sponsoring the Olympic Games, Emirates is connecting to billions of viewers in over 200 countries territories throughout the world. In addition, Olympics being such a grand event, Emirates will have multiple platforms and opportunities to market themselves, be it pre-event, during the event and/or post event.

Lastly, the pre-determined image of the Games. The Olympic Games is known internationally at the leading sporting event. Hence, by sponsoring the Games, Emirates is associating itself to an event that the world is already very familiar with. Hence, this prevents risks in surprises in image association.

Emirates give an in-kind sponsorship to the Olympic Games by being their “Official Airline Partner” for example. This will then create an image that all world class athletes travel Emirates, portraying that Emirates is the best way to fly in comfort and luxury. 

Female sprinters at the Games

Delta Airlines as 1996 Olympic Games Official Airline

Hamilton Musical

Despite its focus being on sports sponsorships, Emirates also has a range of arts and culture sponsorship that is in line with Emirates’ dedication to the growth of global arts and culture. Past arts sponsorships of Emirates include several symphony orchestras and music festivals. Hence, the Hamilton Musical is a suitable choice for Emirates sponsorship.

Firstly, Hamilton’s audiences are mainly adults due to the topics explored in the musical. Adults having a disposable income as compared to children, are then more likely to buy high priced items such as plane tickets. Hence, this improves sponsorship effectiveness due to a great event and sponsor fit.  Secondly, Hamilton being a high in demand, world renown, American musical. Besides having a pre-determined image, the fact that it is an American musical is very crucial and valuable to Emirates Airlines. For years, Emirates has experienced much challenge in attempt to penetrate the American airline market but has not shown much results due to strong competition. Hamilton being a world renown American musical, Emirates would certainly be able to tap on that characteristic and achieve its objective of accurately letting its brand be exposed to its target market. In addition, this will also create a positive brand image for Emirates in America, which is extremely critical now. This due to the rising tensions between America and Muslims countries, partly due to President Donald Trump’s executive order on the 90 day Muslim travel ban into America. Airlines such as Qatar and Emirates have been affected by the travel ban, thus the sponsorship of Hamilton Musical would serve great benefits to Emirates and its brand image in America.

President Obama greets the cast of Hamilton

Hamilton Musical on stage

References:

2016 Olympic Marketing Report Rio 2016. (2017, February 27). Retrieved from https://www.olympic.org/sponsorshttp://www.cnbc.com/2017/03/09/emirates-airlines-concerned-about-latest-us-travel-order.html

Hamilton U.S. Tour. (n.d.). Retrieved May 23, 2017, from http://www.hamiltonbroadway.com/tour.phphttps://www.emirates.com/english/about/emirates-sponsorships/arts-culture/arts-culture.aspx

Female Sprinter Image. (n.d.). Retrieved from https://femalecoachingnetwork.com/concrete/uploads/2015/11/Female-Sprinters.jpghttp://i.ebayimg.com/images/i/351067303725-0-1/s-l1000.jpg

Women of Hamilton. (n.d.). Retrieved from https://pmcvariety.files.wordpress.com/2016/06/the-women-of-hamilton-broadway.jpg?w=1000&h=562&crop=1

Obama and Cast of Hamilton. (n.d.). Retrieved from https://upload.wikimedia.org/wikipedia/commons/6/61/Obama_greets_the_cast_and_crew_of_Hamilton_musical%2C_2015.jpg