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Fifty One East-Sony Middle East & Africa to reach a 10-year Partnership with the QFA as Official Sponsor for Emir Cup

Doha- Qatar, 16 May, 2017. Fifty One East, Qatar’s favorite department store, and Sony Middle East and Africa, have announced a milestone three-year partnership with the Qatar Football Association (QFA), strengthening their support as Official Sponsor for the Emir Cup.

The long-standing seven-year partnership with QFA will extend from 2017 to 2019, reaffirming their commitment to the country’s blossoming sporting agenda, specifically football the most popular sport attracting fans from across the state of Qatar.
The announcement was marked at a press conference at QFA’s headquarter at Al Bidda Tower, and attended by high profile figures and esteemed members of the media.
Sheikh Hamad bin Khalifa bin Ahmed Al-Thani, President of the QFA, highlighting the partnership, commented: “Our strategic relation with Sony-Fifty One East started 7 years ago; the extension of this partnership for another three years is an indication of the deep rooted relationship we have. Our partners have prepared a comprehensive promotion plan for the Emir’s Cup in its 45th version in a different and innovative style, and that indicates the responsibility and big role they play. With Fifty One East, we always look for innovative and creative promotion campaigns that attract Qataris and expats to the matches.’”
Mr. Bader Abdullah Al-Darwish, Chairman and Managing Director of Darwish Holding, said, “Football acts as a universal language across the globe and is the most popular sport in Qatar. We are proud to extend our long-term partnership with the QFA in support of the positive impact sport plays in bringing together communities and the significant role it has on the lives of our youth.”
He continued: “This new three-year sponsorship highlights our commitment of being a positive catalyst towards achieving the nation’s sporting aspirations, supporting its position as a leading destination for global excellence, as Qatar prepares to host the coveted 2022 FIFA World Cup Qatar™. I encourage football fans, Qataris and expats, to attend the final match and support their favourite club.”
This year, the Emir Cup celebrates its 45th edition as one of the most highly anticipated events in the country. Since the very beginning, the Emir Cup has enjoyed a special place in the country’s national sports calendar. The chance of receiving the trophy from none other than His Highness the Emir is a dream that brings out the best in every team.
For the first time on 19 May, the Emir Cup 2017 final will be hosted at the newly renovated 40,000 seat Khalifa International Stadium – one of the landmark venues set to be used at the 2022 FIFA World Cup Qatar™.
The Emir Cup provides fans with a tournament to celebrate the best in Qatar’s sporting talent. The event is contested every season by 18 Qatar Stars League (QSL) and Second Division teams.