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Emirates touches down with Western Force rugby

Emirates has signed a multi-million dollar three-year sponsorhip deal with Western Force, Australia’s new Super 14 rugby team.

Emirates has signed a multi-million dollar three-year sponsorhip deal with Western Force, Australia’s new Super 14 rugby team.

Under the terms of the deal,which runs until 2008, the rugby side will now be known as the Emirates Western Force

“Emirates is delighted to be naming rights sponsor of the Western Force. The airline is a strong supporter of rugby in a number of countries and has been waiting for the right opportunity to get behind the game in Australia,” said Ghaith Al Ghaith, executive vice-president commercial operations worldwide at Emirates.

Emirates started flying to the Western Australian capital of Perth in 2002 and the deal is aimed at strengthening the airlines ties with the local community.

“The Western Force operates on set of values with which Emirates identify: energy, unity, vision, growth, pride and professionalism - and we look forward to a very fruitful partnership with the team in the months ahead,” added Al Ghaith.

“Emirates backs some of the best sporting teams and events in the world, and we are very pleased that they have decided to get behind our Super 14 team,” said Peter O’Meara, chief executive at Rugby western Australia.

“The Emirates brand will be seen on television sets and in stadia throughout the Southern hemisphere, and the world. Not many provincial sporting teams can offer their sponsors that sort of coverage,” he added.

The Super 14 rugby competition is regarded as the toughest provincial rugby competition in the world. Its season runs from February to June and involves four teams from Australia, five teams from New Zealand and five teams from South Africa.

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