Surprise appearance at derby. Photo: Emirates Emirates brought part of its premium onboard experience to the football stands on October 31, installing its iconic Business Class seats in the VIP area of San Siro during the AC Milan-Inter derby.
The activation gave fans an unexpected view of the airline's signature product and featured a surprise appearance by former AC Milan star Kaká.
Photo: EmiratesAs cameras turned towards the Emirates seats, the Brazilian football legend was spotted sitting in one of them, casually reading a copy of the Dubai Journal. The appearance drew cheers from AC Milan supporters and formed part of a wider tribute to the club's history.
Kaká also received the AC Milan Hall of Fame Presented by Emirates trophy after being voted by fans among the club's greatest midfielders. He was selected alongside Ruud Gullit and Carlo Ancelotti.
The stadium installation brought Emirates' aviation branding into one of Italian football's biggest fixtures, connecting the airline's premium travel experience with its long-running relationship with AC Milan.
The airline has been the club's Principal Partner and Official Airline Partner since 2007. Its Fly Better branding appears on the team's shirts, making the relationship one of the longest-running partnerships between an airline and a football club.
The latest activation took that cooperation beyond traditional shirt sponsorship and stadium advertising. By placing actual Business Class seats in the VIP stands, Emirates gave supporters a physical demonstration of the product normally associated with its long-haul flights.
The appearance also highlighted the airline's broader strategy of using sports partnerships to connect with fans in markets around the world. AC Milan has a substantial international following, while Emirates uses its sponsorship portfolio to maintain visibility across major sporting events and teams.
AC Milan is one of several major football clubs associated with the airline. Emirates' Fly Better branding also appears on the shirts of Arsenal, Real Madrid, Benfica and Olympique Lyonnais. The airline is also a Platinum Partner of FC Bayern Munich's first team.
Its football sponsorships extend to competitions and domestic leagues. Emirates has sponsored the FA Cup for nearly a decade and supports the UAE Pro League for the 2026/2027 season.
Beyond football, the airline has partnerships across a wide range of sports. These include the Dubai World Cup and Team Godolphin in horse racing, major tennis tournaments and all four Grand Slam events, as well as the DP World Tour and Hero Dubai Desert Classic in golf.
Emirates is also involved in cricket through International Cricket Council events, rugby through competitions including the Rugby World Cup and Emirates Dubai 7s, and sailing through Emirates Team New Zealand and SailGP.
Its portfolio further includes basketball partnerships with the NBA and Real Madrid, cycling through UAE Team Emirates XRG, and Australian rules football with Collingwood FC.
The airline also supports music, arts and cultural events, including symphony orchestras and literature festivals.