Gulf Air put shirts on QPR

Flavio%20BriatoreIt is understood Queens Park Rangers Football Club is poised to reveal a multi-million pound deal with Gulf Air as shirt sponsors, in what is thought will be a three-year sponsorship.

The deal with the Bahrain-based airline is the latest lucrative example of the revamped sponsorship strategy QPR has adopted since chairman Flavio Briatore rescued the club from bankruptcy last year.

Two weeks ago, QPR signed Abbey for a seven-figure sum as its official financial services partner (MW June 19). The two-year deal will provide Abbey with joint branding at the club’s Loftus Road stadium, and the Santander-owned bank will work on local football initiatives as part of its corporate social responsibility programme.

And in March, Italian firm Lotto Sport Italia signed a five-year deal as kit manufacturer, worth £20m, one of the biggest ever in Championship history.

Renault Formula One boss Briatore, along with fellow investors Bernie Ecclestone, who holds F1 commercial rights, and Britain’s richest man, Lakshmi Mittal, says the plan is to develop QPR into a “global brand”.

Gulf Air, like Santander, is involved in Formula One. The airline sponsors the Bahrain Grand Prix.

The club’s previous deals with Car Giant, Le Coq Sportifp and Sellotape all expired at the end of the 2007/08 football season and were not renewed.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here