If you’ve watched Arsenal play at any point over the last two decades, you know the Emirates branding. It’s been a fixture on the front of the shirt since 2006. But starting next season, that familiar look is about to change.
According to a report from Footy Headlines, Emirates will drop the “Fly Better” slogan from the front of football shirts across all their partner clubs. That includes Arsenal, Real Madrid, and AC Milan. From the 2027/28 season, kits will simply read “Emirates” — nothing else.
It’s not a blockbuster move. But for a club where the sponsor has barely changed in 20 years, even a subtle tweak grabs attention.
A Two-Decade Partnership That Keeps Evolving
Arsenal’s relationship with Emirates stretches all the way back to 2004. That’s when the original deal was signed — a £100 million package covering both shirt sponsorship and naming rights for the club’s brand-new 60,000-seat stadium in north London.
The airline’s branding first appeared on Arsenal shirts for the 2006/07 season. Since then, it’s become the longest-running front-of-shirt sponsorship in Premier League history.
And it hasn’t stayed the same throughout. The original “Fly Emirates” logo ran for over a decade. Then in 2020, it was swapped out for “Emirates — Fly Better.” Now, just the word “Emirates” is set to take its place.
The current deal, renewed in August 2023, extends through 2028. It’s reportedly worth around £60 million per year, including bonuses for winning the Premier League or Champions League.
That’s a massive jump from the £40 million annual figure under the previous agreement. And it reflects Arsenal’s growing commercial clout under Mikel Arteta, especially after their Premier League title win in 2025/26.
Why the Branding Change Now?
Emirates isn’t making this shift just for Arsenal. It’s a company-wide rebrand.
The simplified “Emirates” logo has already appeared on the airline’s aircraft. Their most recent sponsorship deal with Real Madrid also features the stripped-back design. So it makes sense to roll the change across all their football partnerships too.
Footy Headlines shared a mock-up of the new look on a shirt, though the final design won’t be confirmed until clubs start revealing their 2027/28 kits.
For fans, the difference will be subtle:
- No more “Fly Better” slogan beneath the Emirates name
- A cleaner, more minimalist look on the front of the shirt
- Consistent branding across all Emirates-sponsored clubs worldwide
Will most supporters even notice? Probably not at first glance. But for kit collectors and design enthusiasts, it’s the kind of detail that matters.
What Comes After 2028?
Here’s where things get really interesting. Arsenal’s current shirt sponsorship deal with Emirates expires at the end of the 2027/28 season. So does the stadium naming rights agreement, which dates back to a 2012 extension.
That means the new “Emirates-only” branding could appear on Arsenal shirts for just one season before a much bigger decision has to be made. Do both parties extend again? Or does Arsenal look elsewhere?
Early signs suggest continuity. Reports from Footy Headlines indicate Arsenal have already opened preliminary discussions with Emirates about extending beyond 2028. A new deal could push annual revenues even higher, potentially rivaling Real Madrid’s €74 million-per-year arrangement with the airline.
There’s also the matter of Arsenal’s planned stadium expansion. The club is exploring the possibility of increasing capacity at the Emirates Stadium to around 70,000 seats. A project of that scale — likely costing north of £500 million — would make naming rights even more valuable.
Still, nothing’s guaranteed. Arsenal’s commercial team will weigh their options carefully.
For now, though, the short-term story is straightforward. The 2026/27 shirts will carry on with “Emirates — Fly Better.” From 2027/28, it’ll just be “Emirates.” Simple, clean, and in line with where the airline’s global brand is heading.
After 20 years together, the partnership isn’t ending. It’s just getting a quiet facelift.
