Emirates Partners With Great Britain SailGP; Celebrates UNESCO International Mother Language Day
Emirates has entered into a three-year partnership with the Great Britain SailGP team, becoming the team’s first-ever Title Sponsor. The airline is also celebrating UNESCO’s International Mother Language Day on February 21st, embracing linguistic diversity.
On Thursday (February 16, 2023), Emirates, the world’s largest international airline, announced the signing of a new three-year agreement with Great Britain SailGP, becoming the sailing team’s first-ever Title Sponsor, starting with the race in Sydney on February 18-19, 2023. The airline’s signature ‘Fly Better’ logo will be prominently displayed on the Great British F50 race boat, as well as on the team’s clothing, sailing apparel and equipment.
Under the sponsorship deal, Emirates will enjoy a range of benefits, including marketing, digital and social media rights, VIP hospitality tickets, meet and greet access to athletes, including Sir Ben Ainslie and Hannah Mills, OBE, the world’s most decorated male and female Olympic sailors, and more. Additionally, in partnership with the 1851 Trust, the team has declared their ambition to inspire three million young people to take action to protect the environment through the ‘Protect Our Future’ climate digital education platform.
In Thursday’s announcement, Emirates Airline’s President, Sir Tim Clark, said,
“We’re delighted to announce our new partnership with one of the world’s most successful sailing teams. Emirates and the Great Britain SailGP Team share common values, ambitions, and drive – making this partnership a natural fit. Together, we’ll take the sport to new levels, bring fans closer to the action, and deliver world-class experiences to customers worldwide. We also look forward to working closely with our partners on joint sustainability initiatives that will truly make an impact - on and off the water.”
Also commenting on the new marketing and branding partnership, Emirates Great Britain SailGP Team CEO & Driver, Sir Ben Ainslie, said,
“Myself and the rest of the Great Britain team are thrilled to have Emirates, one of the most iconic sporting brands in the world, on board this journey with us. Sport has the ability to inspire like nothing else. At a time where the SailGP league is seeing unprecedented growth in the form of new race locations, teams, owners, and Season 4’s calendar revealing strong continuation of this trend, together as partners we will be able to take both the team and the sport to new heights. This is a pinnacle partnership, one that brings both commercial value as well as supports our sustainability ambitions to support three million young people to take climate action.”
Emirates has supported sailing since 2004, when they became the naming sponsor of Emirates Team New Zealand. During the remaining races in Season 3 SailGP, the Emirates Great Britain SailGP team’s branded F50 boats will be featured in Sydney, Christchurch, and during the grand finale in San Francisco, which will take place on May 6-7, 2023. The airline will also continue to support the team over the next three seasons of the racing calendar.
Emirates Great Britain SailGP Team - Courtesy Emirates
In a separate press release on Thursday (February 16, 2023), Emirates further announced their support for UNESCO’s International Mother Language Day on February 21, 2023. The day honors the importance of cultural and linguistic diversity for sustainable societies. Celebrating the day, Emirates highlights the vast array of languages spoken by cabin crew, their website, which is translated in 28 languages, and the vast library of in-language programming available on their onboard IFE system, ice.
Emirates proactively hires multilingual cabin crew, as speaking with guests in their own language is a core part of Emirates’ signature hospitality service. Emirates cabin crew members are recruited from over 130 countries worldwide and speak more than 70 languages. International Mother Language Day was approved at the 1999 UNESCO General Conference and has been observed globally for the past 23 years. The goal is to highlight the importance of linguistic diversity and to preserve the differences in cultures and languages that foster tolerance and respect for others.