Emirates takes the Dubai World Cup to a US TV audience of millions

Emirates, the title sponsor of the Dubai World Cup, was central to brokering the TV deal that saw the event carried on the free-to-air ABC and ESPN International networks in America - which are beamed into more than 100 million homes across the US. The deal was a part of the airline's sponsorship of racing in the US through its relationship with the National Thoroughbred Racing Association and the Breeder's Cup.

The Dubai World Cup was the centrepiece of a 90-minute programme called 'Citgo Racing to the Kentucky Derby,' that was broadcast on the American networks at prime time looking at Dubai, its history, growth, development, and its people - which included an on-air interview with His Highness Sheikh Mohammed Bin Rashid Al-Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

His Highness Sheikh Ahmed bin Saeed al-Maktoum, Chairman and Chief Executive Emirates Airline and Group, said: "This was a great opportunity for us to showcase Dubai, The Dubai World Cup and Emirates to a huge American audience - showing that the city as a truly modern and dynamic metropolis.

"Emirates was determined to use its sponsorships in the US to highlight the fast pace of growth and development of Dubai to an international audience and the Dubai World Cup was the perfect vehicle for that as it demonstrates just how far Dubai has developed in the 11 years since the first running of the race."

In addition to the racing, the programme also featured developments in Dubai such as the Palm Island, the Burj Dubai complex, and many social aspects of the city such as the recent Emirates Team New Zealand Pro-Am regatta in Dubai and the Arabian Nights Party that was held in the desert prior to the Dubai World Cup.

Saeed Al Tayer, Chairman Dubai Racing Club, said of the broadcast: "This is a first for the Dubai World Cup and we are extremely happy to have worked so closely with Emirates Airline in helping to set this up - which could not have been done without the technical help and support of Dubai TV. Working with Emirates has enabled us to tap into their international markets and we are delighted that the result turned out to be quality and priceless coverage of Dubai and the Dubai World Cup in the United States.

ABC has been a leader in sport television for more than 50 years and employed a crew of more than 40 people utilising in excess of 20 TV cameras with the expertise and help of Dubai TV for the filming in Dubai and at Nad al Sheba yesterday. Through its global sponsorships, Emirates is committed to promoting Dubai and the airline itself around the world and this deal with ABC is a perfect example of that.

Emirates is a committed supporter of the Dubai World Cup both on and off the race track and believes that sports and sports sponsorships are an ideal way to connect with its passengers and to share their passions and interests.