FA Cup: Emirates (airline) extends its title naming rights partnership until 2020-21

The Emirati airline Emirates has retained the title naming rights to the FA Cup for three more seasons (2018-2021), announced the FA on 09/08/2017. Emirates enjoys the status of a first level partner in the sponsorship hierarchy of the oldest football competition in the world (first edition in 1871-72).

The Cup of England has been known as the "Emirates FA Cup" since the 2015-16 season, after Emirates acquired the naming rights on 30/05/2015, for an estimated £10m per season (€11m on 09/08/2017) by British media. The amount would be the same for the 2018-2021 period, even though Emirates may have considered the level of acceptance and use of the name "Emirates FA Cup" by the media and fans as insufficient, according to British media in May and June 2017.

"Working alongside such a well-established and iconic global brand has helped us to make the competition more accessible to fans across the world. With the support of Emirates, last season’s competition reached over 912m fans worldwide. The partnership will also allow us to continue our investment into the game at all levels," said…