In early March, at the Volksparkstadion, Hamburg’s football stadium in Germany, eight charming Emirates hostesses carried out a demonstration to say the least original. The Dubai airline ambassadors conducted a flight safety-style routine in front of 57,000 football fans.
After indicating the location of the 85 stadium exits, and how to encourage their team, they showed their soccer potential on the football pitch. Sporting orange football boots complete with studs, the two teams of hostesses lined up facing each other, and carried out several adept exercises with the ball, including dribbling, passes and shots at the goal. The spectators were in raptures.
The successful outcome forms part of a marketing campaign to increase awareness of the company, since Emirates is the official sponsor of many prestigious football teams, including AC Milan, Real Madrid, Paris Saint-Germain, Benfica, Olympiakos, and since 2006, Hamburg SV, a German first division team. The latter being a sponsorship that has been renewed until 2019.
For the record, this form of sponsorship can be taken to extremes. The Arsenal stadium at Highbury in England, for example, is now known as the Emirates Stadium.
This presentation of flight safety routines on a soccer field by Emirates stewardesses is not the first. Last October, a similar operation was organized at the Lisbon stadium in Portugal, in front of 65,000 fans.