Emirates and Dubai set to score in double promotional coup

Both teams are sponsored by Emirates and drawn in Group G of the contest's 32-team First Phase, but UEFA Champions League regulations forbid teams playing each other to wear the same sponsor's logo.

However, the rules allow the visiting team to wear advertising for a product of the sponsor. And a special UEFA Administration sanction means that when the first-leg match kicks-off in Hamburg tomorrow night (Wednesday 13th September), millions of TV viewers around the world will see Hamburg S.V. play in their white Fly Emirates home shirts - and Arsenal in yellow away shirts advertising Dubai.

The use of Dubai's name as advertising on the shirts is believed to be unprecedented in the Champions League and other football leagues, where teams usually sport corporate logos.

The unique Dubai shirts will be seen for the first time when Arsenal captain Thierry Henry leads his team out at a packed Hamburg AOL Arena for the crucial encounter.

H.H. Sheikh Ahmed bin Saeed Al Maktoum, Chairman & Chief Executive, Emirates Airline & Group, said: "Luck played its part in bringing both our sponsored teams together in the draw, and we worked closely with UEFA to enable us to maximise our promotional exposure without contravening Champions League regulations."

Sheikh Ahmed added: "Dubai and Emirates are intrinsically linked, and this unique promotional opportunity will once again communicate this message to a global audience."

The shirt arrangement will be reversed during the return leg in November at Arsenal's Emirates Stadium, with Arsenal wearing their red Fly Emirates home shirts, and Hamburg S.V. their blue away shirts, advertising Dubai.

Arsenal and Hamburg S.V. also face CSKA Moscow and F.C. Porto home and away in Group G. With the top two Group teams qualifying for the next stage of the Champions League, both Emirates-sponsored teams will be looking to take Emirates to new heights in world football's premier club competition.