Coffee With Your Trophy? Emirates Scores at World Cup - Bloomberg:
"As the jubilant German soccer team hoisted its World Cup trophy and FIFA President Sepp Blatter preened, a phalanx of Emirates flight attendants flanked the scene in frozen smiles.
The women, dressed in their beige Emirates uniforms topped off with red pillbox caps, presented the German athletes with gold medals on silver trays -- a not-so-subtle display of the big bets the airline and its rivals are making on soccer.
The Dubai carrier’s sponsorship of the World Cup tournament cost about $100 million over four years, according to consultancy Brand Finance. That gave it the chance to place its flight attendants in countless images of the winning team, underscoring the company’s evolution over the past three decades from an upstart from a desert kingdom to the world’s largest airline by international traffic."
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