Emirates Benfica Sponsorship

by Sonja van den Bosch

Emirates Benfica Sponsorship

This is great marketing and fun too! A very smart cross-promotion from Emirates promoting their 3 year sponsorship deal with Portuguese football club Benfica. Emirates not only pleasantly surprised the Benfica football fans, but this also went viral online.

So what happened?
Right before the start of the game between Benfica and Sporting Lisbon, the Emirates Crew entertained 65,000 football fans with a very funny pre-flight safety demonstration on the field. This included lifting the scarf above your head in the event of a goal and for fans with children assuming the embracing position at this point. It is clever and very funny, how they’ve been able to translate the flight safety procedures to entertainment on the football field.

But that is not the end…this video has gone viral. On Facebook alone, this video has been viewed 3.4 Million times, it received 64,000 shares, 51,000 likes and 3,300 comments so far. What a creative way for Emirates to promote their 3 year sponsorship with Benfica.

Here is the video, enjoy!

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  1. Bob Greenup says:

    Thanks for sharing Sonja … very clever!!

  2. Ruth McCance says:

    Very clever. Similarly I appreciate the way Air NZ have used their inflight safety videos to achieve multiple ‘goals’ (pun intended).

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