Emirates to Ditch 'Fly Better' Logo From 27-28 Season
Aug 7, 2026, by Chris
- Emirates Logo Update: Emirates will update its front-of-shirt sponsor logo for partnered football clubs by dropping the current "Fly Better" slogan.
- New Simplified Design: The updated logo is expected to feature only the word "Emirates" on its own, providing a more streamlined look on kits.
- Effective Season: This branding change will officially come into effect starting from the 2027-2028 football season.
Update - Friday, August 7, 2026: The Arsenal x Emirates 2033 extension was announced via a graphic that only features the Emirates text, without the stylized Arabic calligraphic wordmark. This is exactly how the logo will be used on the kits from the 2027-2028 season.
An updated look at the simplified Emirates logo on club kits, featuring a design by @jerseystory_vn.
(Mock-up only. Expected to take effect from the 2027-28 season)
Emirates is set to update its front-of-shirt sponsor logo for its partnered football clubs, dropping the current "Fly Better" slogan. According to Footy Headlines info, this branding change will officially come into effect starting from the 27-28 season.
Emirates to Have Emirates Only on Kits From 27-28 Season
The "Fly Better" tagline first made its debut on football kits in 2020, replacing the iconic "Fly Emirates" text that had been a long-standing staple on the shirts of heavyweights like Arsenal, Real Madrid, and AC Milan. It is likely that the updated 27-28 logo will simply feature the word "Emirates" on its own, offering a more streamlined look on the pitch.
Emirates has advertised with just the Emirates logo for Real Madrid's recent sponsorship agreement. The airplanes also just have the Emirates logo.
With several top clubs recently extending their sponsorship agreements until the early 2030s, fans can expect to see this simplified Emirates branding prominently featured when the 27-28 kits are released.
Emirates Kit Branding History x Arsenal
Do you like the Emirates-only branding? Let us know in the comments below.
First Time in 12 Years: Juventus Bring Back Long-Sleeved Kits on Pitch
Making his Juventus debut in the match against AC Milan, Nick Woltemade was the only Juventus player on the pitch wearing long sleeves. Excluding special-edition kits, the German strike became the first Bianconeri player made this choice since Andrea Pirlo and Claudio Marchisio back in the 13-14 season.
Remarkably, even Cristiano Ronaldo, a long-sleeve icon, never wore one during his time in Turin.
Liverpool Could Use a Text-Only Turkish Airlines Sponsor?
Liverpool have announced that Turkish Airlines will become the club's new shirt sponsor from the 2027-28 season, ending the Reds' 17-year partnership with Standard Chartered.
While early fan concepts have used Turkish Airlines' familiar circular bird logo above the wordmark, a text-only sponsor could also be a realistic option.
The airline previously used a simplified two-line “TURKISH AIRLINES” wordmark on River Plate's shirts between 2019 and 2022, while Turkish clubs such as Galatasaray and Samsunspor have also used streamlined typographic versions of the branding.
A text-only layout could give Liverpool's future Adidas shirts a cleaner, less crowded look. The final sponsor application has yet to be confirmed, with the partnership set to begin in June 2027.
