20 January 2022, 13h00


In the Liga Bwin match against Moreirense, last Saturday, Benfica invited 128 fans with season tickets to compete in a skill challenge before the kick-off, with five winners taking home a prize of two round-trip tickets to Dubai and a free entrance to Expo 2020.

The skill challenge had a map of the world with Emirates' routes placed on the pitch. Participants were asked to walk on the map, kick a ball, and hit or get as close as possible to DubaiThis initiative created an amazing atmosphere at Estádio da Luz, with the supporters in the stands applauding the 128 contestants, representing the more than 120 destinations to which Emirates currently flies.

This is the latest joint initiative created by Benfica and Emirates, which have been partners since 2014. The most successful activation to date took place in October 2015, also at Estádio da Luz, when Emirates cabin crew demonstrated safety instructions to fans while they were on the pitch. The video of this initiative went viral, generating 50 million views, and was later considered a successful example of how clubs and brands could promote their partnerships in an innovative way.

"This is another initiative that intends not only to value our members, with a unique offer but also to guarantee the dynamism of the sponsorships have with them. Emirates is one of our main sponsors and since 2014 we have been working side by side to ensure that this partnership is a success for both parties, adding value to two brands with a huge international reputation", explained Domingos Soares de Oliveira, CEO of SL Benfica.

"We are proud to be one of Benfica's main partners, and we are especially pleased to see that our collaboration continues to excite fans and provide them with unique and creative experiences. These activations create an even more involving atmosphere during the event, allowing the fans themselves to be part of the competition", claimed Boutros Boutros, Divisional Senior Vice President, Corporate Communications, Marketing & Brand of Emirates.

Text: Editorial Staff
Photos: SL Benfica
Last update: Thursday, January 20, 2022


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