Emirates has been among the most prolific sponsors of world sport in the last decade. Football, golf, rugby (league and union), sailing, Australian Rules, horse racing and cricket have all been touched by the Fly Emirates tag. Some estimates put the spend at $200m, and that was before the $195m splurged on sponsoring the next two football world cups.
The airline has earned a reputation for picking winners. Critics snipe it has more success buying winners.
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