Highlighting their multi-national, multi-skilled cabin crew, Emirates has today launched a light-hearted video starring its award-winning flight attendants and players from the Real Madrid football club. It’s all part of its #OneTeam campaign and will feature across the airline’s social media channels (you can also watch it below).
The Emirates #OneTeam campaign was recently launched to highlight the similar values that the airline and the teams they sponsor share – specifically, teamwork, ambition, innovation and a passion for sports.
Featuring star players including Sergio Ramos, Gareth Bale, Marcelo, Karim Benzema, Toni Kroos, and Casemiro, the one minute video follows the Real Madrid athletes as they take a flight on an Emirates Airbus A380.
But as the players relax into their flight – enjoying some of the signature onboard experiences that Emirates offers – they soon notice the cabin crew have some hidden skills. Oh yes, not only can they offer a great service but they have some pretty nifty soccer skills as well.
And by game-day, the cabin crew are suddenly found in the players changing room, sporting the Real Madrid colours and ready to join the team. It’s an amusing sketch but sadly Emirates has decided to only feature female cabin crew – which calls into question the #OneTeam theme slightly although this might just be an oversight.
Emirates has been the Official Main Sponsor of Real Madrid since 2013 and last year the airline adorned an A380 with a special decal featuring players from the club. A longtime sponsor of major football teams and events, Emirates recently extended its sponsorship of the FA Cup until 2021.
The original deal to sponsor the famous soccer tournament saw the competition renamed the Emirates FA Cup in 2015 in a deal which was reported to cost the airline £30 million.
Yet not everyone is a big fan of Emirates’ widespread sports sponsorships – some staff have complained they have had their pay and conditions cut as the airline continues to spend big on multi-million dollar deals like a recently renewed sponsorship with Arsenal football club.
However, there are some signs Emirates might be reducing its sponsorship budget. In December 2017, Emirates’ head of worldwide sponsorship, Boutros Boutros said he would reduce the number of sports sponsorships in Australia.
“At the end of the day, I have a budget every year. You have to follow your research and outcome,” Boutros was quoted by The Australian newspaper as saying.
“Definitely, our research says our brand recognition in Australia is now very high. (The sponsorships) are no longer necessary.”
Emirates currently employs over 20,000 cabin crew who represent over 130 nationalities. Last March, the carrier said over 18,000 cabin crew were female.
Mateusz Maszczynski honed his skills as an international flight attendant at the most prominent airline in the Middle East and has been flying throughout the COVID-19 pandemic for a well-known European airline. Matt is passionate about the aviation industry and has become an expert in passenger experience and human-centric stories. Always keeping an ear close to the ground, Matt's industry insights, analysis and news coverage is frequently relied upon by some of the biggest names in journalism.