Emirates Does Sponsorship Right At Portugal Football Match

PRT-OCT182015- The portuguese soccer team Sport Lisboa e Benfica was the featured sponsor at the Lisbon Derby that took place at the Luz Stadium, between host SL Benfica and traditional rival Lisbon based Sporting CP © Rui Coutinho
B&T Magazine
By B&T Magazine



Emirates gave a helping hand to Benfica football club by taking their flight attendant training to the field.

Taking a tongue in cheek approach at Estádio da Luz in Portugal, the hosties gave Benfica supporters a few pointers on how to share their passion for the club, the Emirates way.

Prior to the huge derby match against rivals Sporting Lisbon kicked off, eight Emirates Cabin Crew made their way to the centre of the pitch to give a special Benfica supporter demo.

Taking their cues from the traditional airline safety demonstration, the crew stood facing Lisbon football fans and gave an impassioned, witty and entertaining demonstration on how to support the club, including the placement of a scarf over the shoulders in a sign of “benfiquism”.

“This activation is a perfect example of the way we like to connect with our customers through sponsorship,” Emirates’ divisional senior vice president, corporate communications, marketing and brand Boutros Boutros said.

“It was light-hearted, fun and combined our passion for football with Benfica supporters’ passion for their club. We wanted to take the opportunity to do something that the fans in the stadium would remember and we think this worked.

“We may even try an adaption of this on one of our flights and see how the passengers react.”

The activation in the stadium complemented the #HelloLisbon competition hosted on Emirates’ social media channels which invited fans, at the match and watching at home, to creatively capture how they support Benfica and win two Economy Class flights from Lisbon to anywhere on the Emirates route network.




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