The seven-figure deal is Etihad’s first major sporting sponsorship deal in the UK and the biggest in Harlequins’ history. It will see the airline’s logo emblazoned on Quins famous quartered shirt as well as on the Twickenham Stoop stadium.
“This new partnership with Harlequins will provide Etihad Airways with an ideal international platform to connect with our customers in the UK and around the world,” said Etihad Airways CEO James Hogan.
“Harlequins share the same ambitions and aspirations for success as Etihad and we look forward to building a long-lasting relationship with them.”
Among the highlights of the partnership will be the branding of the stadium roof, which is placed under the London Heathrow airport flight path, in Etihad livery.
The East Stand of the Twickenham Stoop will also be renamed the Etihad Stand.
