DOHA: Fifty One East, Qatar’s favourite department store, and Sony Middle East and Africa, the prominent consumer electronics brand, have further strengthened their support of the annual Emir Cup by their continuous partnership with the Qatar Football Association (QFA), where Sony is the Official Sponsor of the Emir Cup for the sixth successive year. Emir Cup is the country's most popular football event accompanied with various activities creating a unique occasion for families to bring in their children to watch football games and meet stars of the game in the country. Organized by QFA, the Emir Cup will be the 44th edition of the revered tournament in men's football, and is played by the first and second division clubs of the Qatari football league structure. Bader Al-Darwish, Chairman and Managing Director of Darwish Holding, said: “We are proud of our long term partnership with the QFA to support the most prominent event in Qatar, the annual Emir Cup, knowing that football is the most popular sport in the region. Fifty One East and Sony have been strongly linked to significant sports happenings in Qatar and the Emir’s Cup tops our track record." He added: "The tournament has grown year on year to become the most energetic sporting event in Qatar that brings together the entire community and promotes local talent." “This is our sixth year in our partnership with the Qatar Football Association, which has invested a lot of effort to turn the tournament into an engaging and unique experience for everyone in the country.” Mansoor Al Ansari, General Secretary of Qatar Football Association (QFA), said: “We are very pleased that Sony and Fifty One East are partnering with us for the sixth consecutive year. This partnership will enable innovative and exciting ways to bring excitement to our Emir Cup fans in Qatar this year and will see Sony and Fifty One East’s involvement in Qatar’s most prestigious football tournament of the year through a comprehensive promotional campaign. ” Sony and Fifty One East are also setting up a dedicated fan zone within Lagoona Mall on 11th - 14th of May, and inviting fans to participate in a PlayStation competition and win fabulous prizes from Sony. In addition to this; Sony and Fifty One East also sponsor the ‘Most Valuable Player’ of the match award to be given after each game during the Emir Cup and invite everyone to join the celebrations and support their teams especially at the final on May 20th. The Emir Cup is the last tournament of the season.