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Emirates isn't shy about throwing around large piles of cash to get top billing at sporting events. And it's the TV viewers the airline is after, not the gooners at Arsenal's stadium in London hooting Rugby World Cup fans.

Duthie says Emirates has two boxes to tick before sponsoring an event: Does it take place near a city the airline flies to, or is about to; and is the event world class?

“We will only sponsor great events. We don’t go for second-rate outfits.”

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Tags: emirates air, marketing

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