McLaren relaunches Emirates link.

McLaren has added another high-profile partner to its portfolio on the eve of the 2006 Formula One season, with the announcement that Emirates Airlines has signed on as a partner.

Confirmation of the deal was broken by HH Sheikh Ahmed bin Saeed Al-Maktoum, chairman and CEO of the airline, and McLaren boss Ron Dennis and, starting from this weekend's Bahrain Grand Prix, the distinctive 'Fly Emirates' logo will feature prominently on the equally recognisable MP4-21, as well as on the overalls of drivers Kimi Raikkonen and Juan Pablo Montoya, and in the team's pit area.

"Formula One and Team McLaren Mercedes are at the pinnacle of a sport where success is determined by having leading-edge technology, quick responses to strategy changes, ambition and teamwork - all of which resonate with Emirates' own practices to stay at the top of our industry," the Sheikh commented.

"Grand prix racing attracts millions of followers around the globe, and we believe it will be an excellent vehicle to further Emirates' brand awareness. We are very pleased to partner with such a prestigious team as Team McLaren Mercedes, and wish them every success for the upcoming season."

The deal comes a while after links between McLaren and the Sheikh regarding a possible Team Dubai entry, using year-old McLaren machinery, appeared to have foundered. While news of the partnership with Emirates Airlines will naturally reignite rumours of a possible extension of the deal in future, Dennis insists that, for now, the relationship is purely as team and sponsor.

"Emirates is globally recognised as a world-class airline and a leader in its field, and we are proud that they recognise the mutual benefits of an association with Team McLaren Mercedes," he said, "The 2006 Formula One world championship promises to be an exciting season and, with support from a company like Emirates, we are off to a good start. Everybody at Team McLaren Mercedes is looking forward to the opening race this weekend and a successful relationship with Emirates."

Late in 2004, Team Dubai F1 announced ambitious plans to potentially line up alongside McLaren on the grid in 2006, although the likelihood of ambition becoming reality faded during the past twelve months, with Japanese company Direxiv taking over in pole position to become a possible McLaren 'B-team'.

Led by Sheikh Ahmed bin Saeed Al Maktoum, Team Dubai initially looked into buying an existing team, rumoured to be Jordan before Midland stepped in, as a basis for an entry into the championship, but later elected to 'go it alone' and start from scratch in technical partnership with McLaren.

"Dubai is committed to developing and supporting world class expertise in carefully targeted high-technology industries," the Sheikh said at the time, "Formula One, with its focus on technological and engineering innovation, provides us the perfect environment in which to develop and demonstrate our skills in these cutting edge areas."

Mercedes motorsport boss Norbert Haug then inadvertently hinted that the project may not happen when asked about its progress during the Belgian Grand Prix.

"It is true [that] there was an idea in place to form a Team Dubai - the team was asked, there were negotiations and there was a proposal in place," he confirmed during a press conference at Spa, "The story was that they would use McLarens, or change McLarens or whatever, but, to my knowledge, they cannot use McLarens for a B-team. That is not allowed by the rules, and I think everyone should know that we are very much against used Formula One cars."