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Emirates takes flight with Real Madrid

Emirates has further bolstered its position in the football shirt sponsorship market after finalising a five-year deal with Real Madrid.

The much-rumoured deal between the airline and the Spanish Primera Division giant was officially unveiled today at the club’s Santiago Bernabeu stadium in Madrid.

Betting firm Bwin has served as Real’s shirt sponsor since July 2007 and its current deal ends following the conclusion of the 2012-13 season. However, Real this week stated that it is keen to maintain its relationship with Bwin and said it is close to agreeing a deal that will make the company its official digital partner.

Real’s new partnership with Emirates will take effect from the 2013-14 season. Real president Florentino Perez said the deal represents “one of the most important agreements in the history of the club”.

Thursday’s announcement comes after Ligue 1 champion Paris Saint-Germain agreed a five-year extension to its shirt sponsorship partnership with Emirates earlier this month. The Dubai-based airline’s new agreement with the French capital club will run through to the end of the 2018-19 season.

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