EMIRATES - Safety demonstration

Emirates capitalised on the popularity of inflight safety videos in a whole new way, as part of the airline’s ongoing sponsoring of sports teams.

The airline signed a three-year sponsorship deal with Lisbon’s football club Benfica earlier this year, which will have its ‘Fly Emirates’ logo on the team’s jersey until the end of the 2017-18 season. To celebrate the agreement, Emirates put on a special pre-match ‘safety demonstration’ on October 25 before approximately 65,000 sports fans.

Eight Emirates flight attendants walked out onto the centre circle at the Estadio da Luz, before the players ran out onto the pitch for a Primera Liga match between Benfica and city rivals Sporting Lisbon, and delivered a tongue-in-cheek version of their usual preflight safety routine.

The YouTube video of the event shows flight attendants pointing out stadium exits, and demonstrating the proper donning and use of the team’s scarf, along with other helpful in-game instructions. It went viral on YouTube with nearly 2 million views so far.

This safety demonstration also got international coverage by the press including the Daily Mail , The Straits Times and Gulf News .

Emirates is an active sponsor of sporting events and already sponsors Arsenal in the English Premier League as well as AC Milan in Italy’s Serie A, Real Madrid in Spain’s La Liga and Paris Saint-Germain in France’s Ligue 1.

This latest promotion also forms part of Emirates’ ‘Hello Lisbon’ campaign #HelloLisbon and forms part of a month of clever promotions launched by the airline.