Etihad Airways, the national airline of the United Arab Emirates (UAE), announced a new sponsorship deal along with Jet Airways naming both airlines as principal sponsors and official airlines of the Mumbai Indians cricket team.
This is the Abu Dhabi-based airline’s first high profile sports sponsorship in the region.
Crowned as champions of the 2013 IPL, the Mumbai Indians will be playing in the Pepsi IPL 2014 Tournament whose first 20 matches will be hosted in the UAE. Along with the Mumbai Indians, seven teams will showcase their cricketing skills in the UAE leg of the tournament which will take place between 16 and 30 April at three different venues: Abu Dhabi, Dubai and Sharjah.
The agreement will include the display of extensive Etihad Airways and Jet Airways branding and messaging beamed across LED pitch-side advertising and on giant screens in the stadium. This will occur during the Mumbai Indians home matches including the tournament’s first game which will be played at the Zayed Cricket Stadium in Abu Dhabi. In addition, the airlines’ logos will be prominently displayed on the teams’ shirts and merchandise.
Etihad Airways sponsorship portfolio includes, Manchester City Football Club, the Etihad Stadium in Melbourne, Etihad Stadium in Manchester, the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Harlequins Rugby Club, GAA Hurling All Ireland Senior Championship, and most recently the Major League Soccer in the US.
A comprehensive activation plan with the Mumbai Indians will be held including community programs, competitions and promotions for flights and holidays with the teams’ fans.
Etihad Airways currently serves a total of 10 Indian cities which includes Ahmedabad, Bangalore, Chennai, Hyderabad, Kochi, Kozhikode, Mumbai, New Delhi, Trivandrum and the recently launched route to Jaipur.
Etihad Airways and equity partner Jet airways had previously jointly hosted the Manchester City FC football coaching clinics in Mumbai and Delhi in December 2013.
