#Sport : English FA Cup to be rebranded as The Emirate FA Cup.

The FA Cup will be rebranded as The Emirates FA Cup after the English Football Association signed a three-year contract with the
Dubai-based airline.

The deal, which starts next season and runs until 2018, means Emirates become the first title sponsor of
football's oldest knockout competition.

"The partnership will help take the
tournament to new audiences," FA
chairman Greg Dyke said.

Budweiser ended its three-year association with the FA Cup last year. Budweiser's deal with the FA was
styled as "in association with", but the new agreement with Emirates sees
the 144-year-old competition get a title
sponsor for the first time.

Emirates Airline already sponsor
Arsenal's stadium and shirts, and the
company also has partnership
agreements with AC Milan, Real
Madrid, Olympiakos, Hamburg, Benfica and Paris St-Germain.

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