Arsenal signs its ‘largest sponsorship deal ever’ with Dubai’s Emirates

Emirates’ five-year kit sponsorship deal with Arsenal is believed to be worth in the region of £200 million. (AFP)
Updated 20 February 2018
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Arsenal signs its ‘largest sponsorship deal ever’ with Dubai’s Emirates

LONDON: Dubai’s Emirates airline and Arsenal have announced the biggest-ever sponsorship deal in the football club’s history, extending the airline’s shirt-naming rights by five years. 
The deal secures Arsenal’s longest-running shirt partnership, which started in 2006. 
Sources told Arab News the arrangement is worth £200 million ($280 million) and that it starts in 2019. The deal covers all the club’s shirts for all of its teams.
“Emirates is a great partner for Arsenal — a world-class brand with a truly global reach. The airline plays a significant role in our ambitions to extend our influence and following around the world,” Arsenal Chief Executive Ivan Gazidis told media in a statement. 
The arrangement between Arsenal and Emirates Airline is an ideal fit, Nick Walford of sponsorship consultancy firm Redmandarin told Arab News. 
“London is a key destination for Emirates and Arsenal is their long-term London sponsorship platform, so a continuation of the deal makes commercial sense,” he said. 
“If they had not renewed this deal, how would this have been perceived in their competition with Etihad?”
Sponsorship deals of this magnitude are common at the top end of the English Premier League, with Manchester United raking in $74 million a year from its arrangement with Chevrolet, according to The Telegraph, and Manchester City reaping $28 million a year from Etihad Airways as part of a wider £400 million ($560 million) shirt and stadium-naming rights package. 
The boss of Emirates confirmed the airline’s commitment to Arsenal: “As a business, we are hugely committed to supporting sports all over the world and our relationship with Arsenal is no different. Our partnership with Arsenal Football Club is a great combination of two truly global brands and we’re very pleased to have extended this relationship for five more years,” Emirates President Sir Tim Clark said in a statement.
As part of the extended deal, Arsenal will fly on Emirates jets on pre-season tours. Emirates in turn will retain marketing rights to develop campaigns and initiatives around the world.
Arsenal’s north London home will continue to be known as Emirates Stadium up until 2028, as part of an extension agreed with Emirates in 2012.


AI fuels cyber threats but also offers new defenses, panel tells WEF

Updated 11 sec ago
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AI fuels cyber threats but also offers new defenses, panel tells WEF

  • Cyber threats surged in 2025, with Distributed Denial of Service attack records shattered 25 times and a staggering 1,400 percent rise in incidents involving AI-powered bots incarcerating humans
  • Experts agreed that while AI has accelerated new and sophisticated threats, with phishing and impersonation on the rise, it has also improved solutions

DUBAI: Artificial intelligence is making cyberattacks more sophisticated and widespread, but it is also enhancing digital defenses, experts told the World Economic Forum on Wednesday, as they stressed the need for zero-trust systems and robust AI frameworks to reduce vulnerabilities.

Cyber threats surged in 2025, with Distributed Denial of Service attack records shattered 25 times and a staggering 1,400 percent rise in incidents involving AI-powered bots incarcerating humans.

Experts agreed that while AI has accelerated new and sophisticated threats, with phishing and impersonation on the rise, it has also improved solutions.

Michelle Zatlyn, co-founder, president and COO of Cloudflare, pointed to modern solutions organizations can invest in. However, she warned against the digital divide between major financial institutions that have robust cybersecurity measures, and smaller organizations struggling with outdated security solutions.

This divide, she said, necessitates heightened awareness and adaptation to modern security technologies to prevent crises, especially during vulnerable times like weekends.

The panelists stressed international collaboration and intelligence sharing between government agencies, law enforcement and the private sector as the way to tackle cross-border threats and build more resilient societies.

Catherine de Bolle, executive director at Europol, said AI has transformed the policing scene where traditional methods no longer function. She emphasized Europol’s extensive efforts to boost collaboration with the private sector to develop tools to protect the digital ecosystem, enhance crypto tracing and boost financial security.

De Bolle said AI had enhanced the capabilities and outreach of organized crime groups “because it facilitates the business model where you only need a computer and some people who are technically schooled.”

“We predict that in the future, digital crime frauds will be much easier as you gain a lot of money and reach more people without the need of an infrastructure,” she added. Collaboration with the private sector, she said, helps ensure a secure ecosystem that maintains user trust in online platforms.

However, Michael Miebach, CEO of Mastercard, said while AI can help defend against cyberattacks, trust needs to be built first among people to make these technologies fulfill its promises in driving prosperity and growth.

“If we don’t build a trusted layer around these technologies, people will not use it,” he said, pointing out that cyber threats have impacted the geopolitical, societal and corporate aspects of life.

Hatem Dowidar, group CEO of e&, called for more intelligent networks to deploy AI agents that detect and isolate malicious behavior early on to protect digital ecosystems from highly disruptive cyberattacks.

“So you are in some sense more cognizant of malicious hardware being embedded in your system,” he said. However, he warned against the loophole created as more companies implement agentic AI agents that could expose networks. Therefore, he urged the building of zero-trust systems to prevent incursions of new threats coming through these technologies.

He also stressed the need to establish guardrails to monitor AI agents because they are “programmed in plain language and it’s very easy that the programming goes out of context.”

“We never could have relied 100 percent on a human agent to work if there is no supervision and that will hold true for AI,” said Dowidar.

Another challenge the panelists highlighted was the blurred lines between state and non-state actors, with states potentially using organized crime to execute cyber operations.

Europol’s de Bolle said this brings new challenges for traditional policing and necessitates joint efforts across intelligence, defense, and law enforcement sectors.

“State actors are using criminal groups for their own purposes to launch DDoS attacks,” she said, adding that the danger comes from the fact that “states can hide behind and criminals can hide after the state and they don’t have to make the investment because the structure is already there.”

She said such developments make it necessary to think of the future of defense police intelligence services where law enforcement works closely with the private sector to tackle such dangers, while respecting the boundaries of different agencies: “If we do not put the information and intelligence together to tackle this, we will never win the battle.”

Dowidar said information sharing needed to happen on national and international security levels. Nationally, there should be an entity that coordinates between the police, intelligence, network operators and the critical infrastructure companies.

Internationally, there should be security centers that immediately inform other like-minded organizations around the world of any new threat, along with sharing how the problem was solved or whether help is needed from other experts.

Meanwhile, de Bolle said it was the responsibility of the private and public sectors to build societal resilience, boost digital literacy, revamp the education system and develop the critical mindset of the young generation who will use these tools in the future.

Cloudflare’s Zatlyn urged business leaders to understand the basics of new technologies, beyond only relying on technical teams, to keep revenue flowing and minimize risks facing their networks.

She also stressed that CEOs and organizations must consider AI agents as an “extension” of their teams.

“Organizations are concerned that their data will leak with the use of new technologies, but this depends how to train the agents. These are all stoppable issues,” said Zatlyn.