The agreement is reportedly worth Eur8.5 million per season to Hamburg, which has endured a difficult 1.Bundesliga campaign. The club currently sits just four points above the relegation zone in 11th place. Emirates has sponsored Hamburg since 2006 and the deal also encompasses prominent branding at the club’s Imtech Arena, as well as promotional and hospitality rights. The airline now operates 60 flights a week to Germany, serving Munich, Dusseldorf and Frankfurt, along with Hamburg where Emirates operates the largest first and business class lounge in continental Europe.

“The extension of the sponsorship agreement with Hamburg underlines our commitment to sports fans worldwide, but especially for our customers in Germany,” said Volker Greiner, Emirates’ vice-president for north and central Europe. “Our partnership with such a traditional and popular football club which has a strong fan base not only in Germany but also in Europe, South America and the Far East, brings Emirates not only closer to football enthusiasts in Germany but also in Europe and throughout the world. We wish the HSV team every success for the coming years.”

Carl Jarchow, Hamburg SV CEO, added: “Emirates is an exciting global brand and has become a familiar sight at the biggest sporting events in the world. We are proud that Emirates will join us in the future as the main sponsor. Both sides benefit from this partnership and we are delighted, as we have the same goals and passion for excellence. The sponsorship underlines Emirates’ commitment to Germany and the desire to be part of the community and the social fabric in Hamburg.”