Emirates - Real Madrid vip lounge

Airlines globally are investing in so-called ‘brand spaces ’ outside of the airport environment to help boost their exposure to potential consumers and offer additional perks to frequent flyers.

These initiatives include pop-up spaces and lounges at conferences and events, but more permanent venues are becoming commonplace as well, such as Emirates aviation experience in London, Delta’s lounge at Chelsea FC Stamford Bridge, as well as other Delta Sky360 lounges at multiple sports stadiums across the US.

Emirates has followed suit of its ‘sporty’ Delta counterpart by opening its own VIP Lounge at Real Madrid’s Santiago Bernabéu Stadium. The 375sqm lounge, which resembles the cabin of a Boeing 777 (that serves the Dubai-Madrid route) can host up to 200 guests during match days, who are invited to relax, eat and drink, or watch the action on large plasma screens. The airline has signed a five-year shirt deal with the football club and with the lounge aims to add an experiental touch to the sponsorship.

The Real Madrid VIP lounge adds to Emirates portfolio of soccer sponsorships, which includes major soccer teams such as Arsenal, Paris St Germain, AC Milan and HSV in its major markets of the UK, France, Italy and Germany. Meanwhile, Gulf-based Qatar Airways is a sponsor of FC Barcelona, while Etihad supports Manchester City in efforts to reach a mass audience via the world’s most popular game.