Emirates reviews global ad account

Emirates is understood to be reviewing its global advertising account ahead of its sponsorship of the 2010 FIFA World Cup. UK incumbent Leagas Delaney is not repitching for the £5m account.

The agency will be charged with promoting the FIFA sponsorship through a global communications strategy.

Agencies including BBDO, which handles its advertising in Dubai, Saatchi & Saatchi which works with Emirates in Frankfurt, and Fallon are pitching for the global business. The airline has also invited five other undisclosed digital agencies.

In 2006, Emirates Airlines announced the signing of a seven-year deal worth £112m to become a FIFA Partner as part of the airline’s biggest ever sponsorship tie-up.

The deal gave the company the exclusive rights to broadcast matches during both the 2010 and 2014 FIFA World Cup tournaments to passengers on its in-flight entertainment system.

It also became the first airline to sponsor FIFA when it became the official partner of the 2006 World Cup in Germany.

An ad agency is set to be appointed in the next few days. Emirates declined to comment on the review.

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