In the vibrant world of global football, partnerships between leading sports clubs and reputable brands are the cornerstone of modern sports marketing. On October 15, 2025, Emirates and AC Milan announced an extension of their iconic partnership, reinforcing one of the longest and most successful collaborations in football history. This renewal not only strengthens the relationship between a globally admired football club and a world-class airline but also highlights how sports sponsorships can cultivate lasting brand value, fan engagement, and event sponsorships that redefine sporting culture.
Emirates will continue as the Principal Partner, Official Airline Partner, and Official Men’s Jersey Partner of AC Milan, maintaining its signature ‘fly better’ logo prominently on the front of the Men’s First Team shirts across all major competitions. These include Serie A, Coppa Italia, UEFA tournaments, FIFA fixtures, and international friendlies, ensuring unparalleled visibility of the airline's brand on football’s grandest stages.
Beyond the first team, this partnership extends proudly to the AC Milan Academy youth teams, underlining a commitment to nurturing sports excellence from grassroots levels to global platforms. Emirates’ activation rights have been significantly expanded, empowering the brand with LED brand displays in stadiums and training centres, exclusive digital content, premium hospitality packages, and innovative fan engagement experiences, including global watch parties at select locations worldwide.
Sir Tim Clark, President of Emirates Airline, expressed enthusiasm for the renewal, emphasizing the shared values and mutual pursuit of excellence that have forged memorable experiences for millions of fans globally. This unique synergy signifies the company’s passion for integrating aviation with sports, connecting Milan and other Italian cities to Dubai and beyond while nurturing the emotional ties fans have with their club. Maikel Oettle, Chief Commercial Officer of AC Milan, echoed this sentiment, noting the partnership’s historic value and its role in connecting new generations of supporters through distinctive, far-reaching experiences.
The relationship between Emirates and AC Milan dates back to September 2007. Initially a sponsorship, it grew in prominence over the years, becoming a Top Institutional Sponsor in 2008, and evolving into the official jersey sponsor by the 2010/2011 season. Emirates commemorated the club’s 125th anniversary by unveiling a bespoke A380 aircraft livery adorned with AC Milan’s iconic colours and crest, symbolizing the deep-rooted and enduring nature of the partnership.
AC Milan has recently opened its new office in Dubai as part of its strategy to expand commercial and communication efforts throughout the Middle East and beyond. This move places Dubai as a pivotal hub for both entities, reinforcing the global significance of their cooperation and enhancing opportunities for sports branding and event sponsorships within and beyond the region.
The Emirates and AC Milan partnership exemplifies how sports marketing extends far beyond financial endorsements into experiential and digital realms. The collaboration facilitates sophisticated brand activations, blending traditional exposure on jerseys and stadium billboards with immersive digital engagement and premium customer experiences.
Emirates continues to solidify its position as a leader in global sports sponsorships by partnering with top football clubs like Real Madrid, Arsenal FC, Benfica SL, Olympique Lyonnais, and more recently, FC Bayern Munich as Platinum Partner through 2032. The airline’s portfolio also includes title sponsorship of The Emirates FA Cup, one of English football’s most prestigious tournaments, demonstrating a strategic spread across Europe’s elite footballing institutions.
Locally, Emirates supports the UAE Pro League, with its logo featured on the training jerseys of Al Ain FC for the 2025/26 season, highlighting their commitment to fostering sports excellence and branding within the home market.
This renewed partnership between Emirates and AC Milan sits within a wider trend of evolving event sponsorships where brands seek meaningful connections with global audiences. Modern sports sponsorships prioritize emotional engagement, inclusivity, and fan-centric initiatives that transform passive viewership into active participation.
Innovations such as digital watch parties hosted by Emirates transcend geographical boundaries, enabling fans worldwide to unite in their passion for football, underscoring the growing influence of digital platforms within sports marketing. The partnership’s focus on academy players also champions long-term fan development, resonating particularly with younger demographics and cultivating loyalty in emerging markets.
Such strategies align with broader sports branding philosophies that aim to create holistic experiences, integrating live events, community involvement, digital interaction, and premium hospitality, which collectively elevate the value proposition for sponsors and sports entities alike.
The extension of the Emirates and AC Milan partnership illustrates the power of sports sponsorships to drive not only commercial success but also deep fan loyalty and community connection. It represents a meticulous blend of tradition and innovation, leveraging the prestige of football’s history alongside modern marketing techniques.
This iconic collaboration sets a benchmark for future partnerships, demonstrating how global brands and top-tier sports clubs can create mutually beneficial, enduring alliances. As Emirates continues to connect fans, players, and cities around the world, the partnership not only celebrates football excellence but also heralds a new era of integrated sports branding and event sponsorships that resonate across continents and generations.
Sources: Emirates Media Centre, Gulf News, UAE Media Office, AC Milan Official Communications, SportsPro Media, SportBusiness, Forbes Sports Money
