EMIRATES FLIES INTO F1 ACTION WITH TEAM McLAREN MERCEDES
Berlin, Germany, Wednesday 8th March 2006: Emirates Airline
has entered the high-profile Formula One circuit, signing
on as Partner of Team McLaren Mercedes in the days leading
up to the opening race of the 2006 World Championship in Bahrain.
The announcement was made today by HH Sheikh Ahmed bin Saeed
Al-Maktoum, Chairman and Chief Executive, Emirates Airline
& Group, and Ron Dennis, Team McLaren Mercedes' Team Principal
and Chairman and CEO of the McLaren Group, alongside the International
Tourism Fair (ITB) in Berlin, Germany.
Starting from the Bahrain Grand Prix this weekend, the distinctive
"Fly Emirates" insignia - one of the most recognizable
brand signages at top global sporting events - will prominently
feature on the Team McLaren Mercedes MP4-21 Formula One cars
at race events across Europe, Asia, Australasia, and North
and South America. In addition, it will also be on the uniform
of drivers Kimi Raikkonen and Juan Pablo Montoya, and in the
team's pit interior.
Sheikh Ahmed said: "Formula One and Team McLaren Mercedes
are at the pinnacle of a sport where success is determined
by having leading-edge technology, quick responses to strategy
changes, ambition and teamwork - all of which resonate with
Emirates' own practices to stay at the top of our industry."
He added: "Grand Prix racing attracts millions of followers
around the globe, and we believe it will be an excellent vehicle
to further Emirates' brand awareness. We are very pleased
to partner with such a prestigious team as Team McLaren Mercedes,
and wish them every success for the upcoming season."
"Today's announcement makes the start to the 2006 Formula
One World Championship even more thrilling for Team McLaren
Mercedes," said Ron Dennis. "Emirates is globally
recognized as a world-class airline and a leader in its field.
We are proud that they recognize the mutual benefits of an
association with Team McLaren Mercedes. The 2006 Formula One
World Championship promises to be an exciting season and with
support from a company like Emirates we are off to a good
start. Everybody at Team McLaren Mercedes is looking forward
to the opening race this weekend and a successful relationship
with Emirates."
Emirates Airline is an established supporter of sport around
the world, as it believes that sport provides a platform to
reach out to its customers and share in their interests. The
airline also reflects many of the values embodied by top sporting
events and teams - an ambition to be the best in the field,
international appeal, and an unwavering commitment to its
fans and customers.
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