Etihad Airways, the national airline of the United Arab Emirates, has agreed a new sponsorship deal with the Telstra Dome in Melbourne.
Under the five-year deal, the stadium will be re-named as the Etihad Stadium from 1 March 2009 - the start of the Australian Football League (AFL) season. In addition, the Abu Dhabi-based airline also acquired the rights to prominently brand the inside and outside of the stadium, including perimeter signage and giant score boards.
James Hogan, chief executive of Etihad Airways, said: “Sport sponsorships form a major part of Etihad’s international marketing strategy. Building on the success of our existing sporting associations with the Ferrari F1 team, Chelsea Football Club, Harlequins Rugby Football Club, the All Ireland Senior Hurling Championships and the Abu Dhabi Golf Championship, this latest deal will further strengthen our growing ties with Australia, particularly Melbourne where we will begin flying in March 2009.
“Australia is a hugely important and rapidly growing market for our airline, and this deal provides an excellent opportunity to continue building our global brand and forge close and long-lasting relationships with the Australian travelling public, many of whom we know are huge sports fans. As a Melbournian, I am particularly proud that our airline is now so closely associated with my home city.”
The Etihad Stadium is one of a growing number of high-profile sports sponsorships for the airline, and complements existing partnerships with the Ferrari F1 team, Chelsea Football Club, Harlequins Rugby Football Club, the All Ireland Senior Hurling Championships and the Abu Dhabi Golf Championship. Etihad is also the title sponsor of the Formula One Etihad Airways Abu Dhabi Grand Prix from 2009.
