Emirates is celebrating the renewal of one of its most enduring and successful sponsorship properties in the Australian market, marking 20 years as the Premier Partner of the Collingwood Football Club.

Formed in 1999, the partnership has been instrumental in delivering excellence to one of Australia’s most famous and widely supported clubs in the Australian Football League.

Barry Brown, Emirates’ Divisional Vice President, Australasia, attributes the longevity of the sponsorship to the nation’s passionate sporting culture and the club’s values and ambitions, reflecting Emirates’ own commitment to the local Australian market for two decades.

“We’re proud to be renewing our partnership with Collingwood Football Club after 20 years as Premier Partner, making it one of our longest standing sports sponsorships globally. It’s a true partnership in every sense of the word and has created opportunities to connect travellers with an iconic Australian club,” said Barry.

“Sport is an incredibly powerful connector of people, bringing them together for moments of success and triumph. The Collingwood Football Club has an abundance of passion and dedication, mirroring Emirates’ commitment to its customers through superior service and a world-class experience,” he added.

Eddie McGuire, Collingwood Football Club President, is grateful for the support Emirates has shown Collingwood FC since becoming the main sponsor of the club 20 years ago.

“The partnership between Emirates Airlines and Collingwood is one of the most significant and enduring in Australian sport. At Collingwood we believe in offering a helping hand to those in need, which is why we will never forget the role our friends at Emirates played in helping Collingwood back on to its feet two decades ago. Side by side ever since, our two organisations have grown and prospered. Today, together, Collingwood and Emirates personify excellence, innovation, ambition with care and professionalism. Twenty years ago, Emirates and Collingwood took flight. Together, they continue to fly first class,” said Mr McGuire.

For two decades the Emirates logo has been proudly displayed on the front and back of Collingwood’s guernseys and shorts during the club’s match day games.

The airline has invested more than $100 million in the Australian market through the arts, community initiatives and sports industry, including the Sydney and Melbourne Symphony Orchestras.

Globally, Emirates’ sponsorship portfolio includes the prestigious Arsenal FC, Formula 1 and the Dubai World Cup.