Emirates and Real Madrid – two global icons – have come together once again in a bold new campaign that challenges fans and travellers to aim higher. Built on the theme of excellence, the campaign encourages people everywhere to “choose better,” whether they’re travelling the world or chasing greatness on the football pitch.
Starring Real Madrid icons Kylian Mbappé, Jude Bellingham, and Brahim Díaz alongside Emirates’ cabin crew, the campaign invites fans to experience the power of sport and travel with brands that share the same principles of excellence, passion and ambition.
The message is built around a powerful shared philosophy: “excellence is not a destination, it’s a continuous journey,” celebrating how sport and travel unite through high performance and dedication. This narrative is echoed throughout the ad, as it moves between behind-the-scenes of football training and premium air travel moments, making striking parallels and highlighting the commitment, precision, and focus that define both experiences.
Flying with Emirates means access to superior travel experiences, including world-class service, comfort, and innovation on board, through Dubai and to more than 140 destinations. And together with Real Madrid, a club defined by greatness and a rich legacy, Emirates is raising the standards and redefining what “excellence” actually means.
The campaign is now live across Emirates and Real Madrid’s digital platforms, including Facebook, Instagram, X (formerly Twitter), and YouTube, reaching football fans and travellers around the world. The partnership between Emirates and Real Madrid began in 2011 and has grown into one of the most enduring and renowned alliances in international sport. Emirates became the club’s shirt sponsor in 2013, and the airline will remain the Official Main Sponsor until 2026 — making it the longest-running jersey sponsorship in La Liga history.
Earlier in 2025, Emirates also unveiled a special Real Madrid-themed livery on one of its Boeing 777 aircraft. The striking design features some of the club’s top stars, including Kylian Mbappé, Vinícius Júnior, Luka Modrić, Jude Bellingham, Lucas Vázquez, and Federico Valverde, showcasing the airline’s ongoing celebration of the partnership and its global reach.
The collaboration between Emirates and Real Madrid continues to set new standards of excellence for both of their industries, inspiring football fans and travellers alike to embrace a lifestyle that prioritizes choosing the very best in every aspect of life. Whether you’re stepping onto a football pitch or boarding a flight, the message is the same —excellence is a choice, and it starts with how you show up.
