Fly Emirates met en scène son sponsoring avec le Benfica de Lisbonne !

Le 19 mai dernier, Fly Emirates, sponsor officiel de plusieurs équipes de football européennes (Arsenal, le Paris Saint-Germain, le Real Madrid, le Milan AC, Hambourg), signait avec le Benfica de Lisbonne un contrat de sponsoring maillot pour une durée de 3 ans.

Pour fêter cela, la compagnie aérienne a marqué le coup à l’Estadio de la Luz avant le coup d’envoi du derby contre le Sporting Portugal, le 25 octobre dernier. En effet, de charmantes ambassadrices de la compagnie aérienne sont apparues sur la pelouse, vêtues comme des hôtesses de l’air Fly Emirates. Ces dernières ont ensuite présenté le stade et les gestes à adopter comme elles l’auraient fait avant un décollage d’avion. Accompagnée d’une voix off, la mise en scène a été très appréciée par le public portugais. Un coup de communication réussi comme le prouve le nombre de vues sur Youtube (plus d’1 million) ! Malheureusement, les ambassadrices ont certainement perturbé les benfiquistes, défaits 3 à 0 ce soir-là…


Si la formation lisboète a signé ce contrat, c’est bien entendu pour augmenter ses revenues en sponsoring, dans le but de mettre la main sur des joueurs de classe supérieure et d’investir dans ses infrastructures. D’après les médias portugais, ce contrat de sponsoring rapporterait au Benfica de Lisbonne entre 8 et 10 millions d’€ par saison, selon les performances sportives du club. Ceci équivaut à un montant record au Portugal, où le marché du sponsoring est encore sous-développé par rapport à ses voisins européens.

Fly Emirates, de son côté, a choisi de sponsoriser le club emblématique du Portugal pour promouvoir sa ligne commerciale Lisbonne-Dubaï créée en 2012 et accroitre sa notoriété. En effet, d’après le directeur général de la compagnie aérienne qatarienne, la ligne commerciale connaît une forte demande. Fly Emirates envisagerait ainsi de multiplier ses rotations dès 2016.

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