Emirates in world of F1

Berlin, Germany: Emirates Airline has stormed into the high-profile Formula One circuit by signing on as Partner of Team McLaren Mercedes, just four days before the season-opening Bahrain Grand Prix.

The announcement was made yesterday by Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation and Chairman and Chief Executive of Emirates Group and Ron Dennis, Team McLaren Mercedes' Team Principal and Chairman and CEO of the McLaren Group, at 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 recognisable brand signages at top global sporting events - will prominently feature on the Team McLaren Mercedes MP4-21 Formula One cars at races 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.

Shaikh Ahmad said after official putting pen to paper to ink the landmark deal: "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.

"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," he added.

Dennis responded: "Today's announcement makes the start to the 2006 Formula One World Championship even more thrilling for Team McLaren Mercedes. "Emirates is globally recognised as a world-class airline and a leader in its field. We are proud that they recognise 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."

Team McLaren Mercedes is one of the most successful teams in the history of Formula One motorsport, winning more Grands Prix than any other Constructor since it entered the sport in 1966.

Last year, the team was ranked second and its race drivers Kimi Raikkonen and Juan Pablo Montoya were both ranked in the top five.

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.

Emirates has an impressive list of sports sponsorships to its name across the globe.

It sponsors FA Cup winners Arsenal and is the official partner for this summer's Fifa World Cup in Germany. Emirates Team New Zealand in the America's Cup is also on their portfolio as are the International Cricket Council's elite panel of umpires and match referees for all Test and One Day internationals.

In Dubai, it is the title sponsor of the $6 million Emirates Dubai World Cup and is also a sponsor at the Emirates Melbourne Cup and Breeders' Cup races at the World Thoroughbred Championships in the US.

Emirates also sponsors several European PGA golf tournaments, including the New Zealand Open.