Emirates adds Roland Garros to global sponsorship drive
PARIS (REUTERS) - Emirates airline has added Roland Garros tennis to a spending spree on high-profile sports sponsorships, a strategy aimed at leapfrogging its rivals for global attention.
The Dubai-based carrier said it would sponsor the French grand slam tournament starting with the upcoming event in May.
The airline is also on the verge of announcing a deal to sponsor the shirts of soccer team Real Madrid, a person familiar with the matter said.
Media reports have pegged the shirt rights for one of the sport's biggest brands at 30 million euros (S$48.6 million).