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Fifty One East & Sony MEA Extend their Support as Official Sponsor for the Emir Cup 2018 Leading to a 10-Year Partnership

Fifty one East Emir cup

Fifty One East, Qatar’s favourite department store, and Sony Middle East and Africa (Sony MEA) have announced their continued support for the Emir Cup and Qatar Football Association (QFA), with Sony as the Official Sponsor of the Emir Cup 2018 for the eighth successive year. This year, the festivities for football fans will spill over from the pitch as Lagoona Mall will host competitions to mark Qatar’s most popular sporting event.

In 2018, the Emir Cup celebrates its 46th edition as one of the nation’s highly-anticipated events. Since its inception, the tournament has enjoyed a special place in the country’s sports calendar. The chance of receiving the trophy from His Highness the Emir is a dream to bring out the best in every team. Following last year’s three-year renewal announcement leading to a 10-year partnership, the consecutive sponsorship from Fifty One East and Sony reaffirms their pledge to the country’s prospering sporting agenda.
Mr. Bader Abdullah Al-Darwish, Chairman and Managing Director of Fifty One East, said, “Football acts as a universal language across the globe and is the most popular sport in Qatar. We are proud to be partnering with QFA once again to support the Emir Cup as the nation prepares to host the 2022 FIFA World Cup Qatar.”
He continued; “Fifty One East and Sony have strong links to Qatar’s top events and the Emir’s Cup is our gold-star. The tournament has grown year by year bringing together the whole country, while promoting and supporting local talents. We invite and encourage fans, Qataris and expats, to attend and support their favourite team.”
The Emir Cup trophy tour is continuing across the country with great success being Qatar’s most popular football trophy. During his recent visit to witness the trophy tour in Lagoona Mall, Mr. Fumiastu Hirai, Managing Director of Sony Middle East and Africa, expressed his delight in the preparations of the Emir Cup. He also expressed pride that with Fifty One East, Sony International is able to reach the community through enhancing the fan experience.

For this, a dedicated fan zone has been created at Lagoona Mall from 10th – 12th May where fans can participate in a PlayStation competition to win fantastic prizes.
In addition, Sony and Fifty One East will continue to honour the ‘Most Valuable Player’ after each Emir Cup game, leading to the final on May 19th.
Tickets are sold in FNAC at Lagoona Mall and Doha Festival City for the much-anticipated tournament.
The Emir Cup 2018 final will be hosted at Khalifa International stadium. It will be played by the first and second level divisions of the Qatari football leagues. The cup winner is guaranteed a place in the 2019 AFC Champions league.