Today's Edition
Khaled Al Khawaldeh (Abu Dhabi)
Emirates retained its position as the most valuable airline brand outside the US and within the region, according to consultancy firm Brand Finance’s latest power ranking. Dubai’s flagship carrier also remains in the fourth spot globally.
The annual ranking evaluates the value of an airline’s name, logo, and brand identity, with a high valuation suggesting strong presence, recognisability and customer perception in the market.
Emirates’ brand valuation was up 37% year on year, reaching $8.4 billion ahead of US-based Southwest Airlines and trailing Delta, United, and Southwest Airlines.
“The Dubai-based carrier continues to reinforce its image as a luxury airline through award-winning in-flight service, extensive route expansion, and high-profile sponsorship campaigns,” the report said.
“Emirates’ ongoing recognition as the best airline in the Middle East further bolsters its brand equity on the global stage.”
Regionally, the airline beat Qatar Airways, which ranked 8th; Saudia at 32nd; and Abu Dhabi’s Etihad Airways at 39th.
With two brands on the list, the UAE captured 7% of the total $132.6 billion value of the top 50 global brands, behind only the US and China.
The two UAE carriers have long sought to bolster their international brand image through a range of sponsorship deals, marketing campaigns, and philanthropic investments.
The Emirates logo currently appears on several major football team jerseys, including AC Milan, Arsenal, and Real Madrid. Since 2015, the airline has also been the title partner for the FA cup – the UK’s premiere knockout football cup competition.
The airline has also sought to boost its brand image across the sporting world with major deals in tennis, horse racing, golf, cricket, cycling, sailing and even Australian rules football.
In 2024, the airline added basketball to its growing portfolio, becoming the official global airline partner of the NBA in a deal that will place the Emirates logo on all referee jerseys and see the NBA in-season tournament renamed the Emirates NBA Cup.
Meanwhile, Etihad Airways has maintained a strong portfolio of sponsorships and partnerships, including the continued jersey and stadium naming rights to Manchester City FC. The airline is also the name sponsor of the Abu Dhabi Grand Prix, and maintains the naming rights to Etihad Arena, which has become a global destination for combat sports.
