This coverage of Etihad Airways is one of a series by New Millennium Business, looking into the wide span of sponsorship of sports and sporting events by leading international companies.
Etihad currently has nine sponsorships, including a three-year, multi-million dollar partnership with the Sydney Opera House. The deal complements the airline’s $6 million marketing agreement with Tourism Australia.
Recently, Etihad also signed a five-year extension to keep its name on Melbourne’s Etihad Stadium. The original deal is said to have been valued somewhere between $5 million and $8 million per year.
In North America, Etihad Airways has agreed a multi-year partnership with Major League Soccer, the top division of football there.
Etihad Airways partners…
- Manchester City Football Club (UK)
- Etihad Stadium (Australia)
- F1 Etihad Airways Abu Dhabi Grand Prix
- Abu Dhabi Golf Championship
- Sport Australia Hall of Fame
- Gaelic Athletic Association (GAA) Hurling All Ireland Senior Championship
- Harlequins RFC (UK)
- Abu Dhabi Harlequins Rugby Union Football Club
- Etihad Junior Rugby Festival
Manchester City Football Club – Manchester City FC’s Etihad Stadium
- Etihad Airways has been Manchester City Football Club’s main club partner since May, 2009
- the Club’s stadium has been renamed as the Etihad Stadium, forming the centre piece of a newly-named Etihad Campus, which encompasses a large part of the Sport City site in East Manchester, the popular City Square entertainment space and additional existing and planned facilities
- a Manchester City FC liveried aircraft, which was named ‘Blue Moon Rising’, is used to fly the team for their tours
- Manchester City banked record £400 million sponsorship deal with Etihad Airways. This includes a 10-year extension to their shirt sponsorship at City, as well as financial backing for the Etihad Campus
The stadium is currently undergoing extension works that are expected to cost in the region of £50 million and will be undertaken in two phases. The project will result in an increased capacity of 60,000 (up from the current 48,000), making it the second largest in the English Premier League, behind Old Trafford (capacity 75,811), home to local rivals Manchester United FC. The first phase of construction will be completed in time for the 2015-16 season and will see the South Stand expanded by approx 6,000 seats.The project design is by Populous.
Al Ain Football Club’s Airline Partner
- Etihad is the new official airline partner of Al Ain Football Club’s (UAE Pro-League leaders)
- provision of club flights to AFC Champions League fixtures around the region as well as promotions for club management, players and supporters
Etihad Stadium – Melbourne Australia
- Opened in 2000, 5,000 capacity stadium features a fully retractable roof and hosts over 100 sporting, concert, and cultural events every year
- five-year extension to its naming rights deal for the multi-purpose Stadium; the deal could well be worth 50% more than the previous deal which was estimated between AUS$5 million and AUS$8 million per year
F1 Etihad Airways Abu Dhabi Grand Prix
-Ttitle sponsor of the F1 Etihad Airways Abu Dhabi Grand Prix
Golf
-Diamond Sponsor and the Official Airline for the Abu Dhabi Golf Championship, which is one of the largest golfing tournaments in the region and takes place at the Abu Dhabi Golf Club
Sport Australia Hall of Fame
- Major sponsor of the Sport Australia Hall of Fame
Hurling
- Etihad sponsors the GAA All Ireland Hurling Championship – their first deal was signed in March 2008
- In 2012, Etihad announced a multi-million Euro five year extension of their strategic partnership to encompass sponsorship of the All Ireland Senior Hurling Championship and becoming the naming rights sponsor to the spectacular new Skyline landmark tourist attraction atop Croke Park.
Quins
- Official Partner of Harlequins
- Supported The Etihad Airways Curtain Raiser Cup which is the premier cup competition for teams from U7's through to U12's in London and the South East of England
Grassroots Sponsorship
- Etihad continues to develop grass roots sport, with the Etihad Airways Manchester City Soccer Schools that take place each year
- Lead sponsor for the Abu Dhabi Harlequins Rugby Union Football Club
- Has 15 teams covering men’s, women’s, veterans’, youth and mini rugby
Sydney Opera House
- Major Partner of Australia’s premier cultural destination, Sydney Opera House
Nations Tri and Tri Yas – Triathlons
- Official airline sponsor of 2013 Events D.C.’s Nation’s Triathlon
- Supports the Nation’s Triathlon through flight provision for athletes and other promotional activities, as well as forging a partnership between the Nations Triathlon in Washington D.C. and the Tri Yas Triathlon in Abu Dhabi
