Emir Cup: QFA extends deal with long term partners

 17 May 2017 - 11:03

Emir Cup: QFA extends deal with long term partners

By Fawad Hussain / The Peninsula

Fifty One East and Sony Middle East and Africa is set to complete a decade as official sponsors for the Emir Cup after they announced a three-year extension deal with Qatar Football Association (QFA) yesterday.  

Fifty One East, Qatar’s favourite department store and the Sony Middle East and Africa, have been the sponsors for the Emir Cup for the last 7 years and the new agreement will see them continue the partnership from 2017 to 2019, hence completing at least 10 years association with the QFA and the prestigious tournament.     

The announcement was made at a press conference at QFA’s headquarter at Al Bidda Tower.

"Our strategic relation with Sony-Fifty One East started 7 years ago. The extension of this partnership for another three years is an indication of the deep rooted relationship we have,” QFA President Sheikh Hamad bin Khalifa bin Ahmed Al Thani said.

“Our partners have prepared a comprehensive promotion plan for the Emir’s Cup in its 45th version in a different and innovative style, and that indicates the responsibility and big role they play. With Fifty One East, we always look for innovative and creative promotion campaigns that attract Qataris and expats to the matches," he added.

Bader Abdullah Al Darwish, Chairman and Managing Director of Darwish Holding, said: “We are proud to extend our long-term partnership with the QFA in support of the positive impact sport plays in bringing together communities and the significant role it has on the lives of our youth.”

He continued: “This new three-year sponsorship highlights our commitment of being a positive catalyst towards achieving the nation’s sporting aspirations, supporting its position as a leading destination for global excellence, as Qatar prepares to host the coveted 2022 FIFA World Cup Qatar.”

This year, the Emir Cup celebrates its 45th edition as one of the most highly anticipated events in the country. Since the very beginning, the Emir Cup has enjoyed a special place in the country’s national sports calendar.

The chance of receiving the trophy from none other than His Highness the Emir is a dream that brings out the best in every team.

For the first time on 19 May, the Emir Cup 2017 final will be hosted at the newly-renovated 40,000 seat Khalifa International Stadium – one of the landmark venues set to be used at the 2022 FIFA World Cup Qatar. The final will be played between Al Rayyan and Al Sadd on Friday.