Abu Dhabi: Etihad Airways, the national airline of the United Arab Emirates, and equity partner, Jet Airways, have agreed a joint deal to be the principal sponsors and official airlines of the Mumbai Indians, defending Indian Premier League champions.
This is the Abu Dhabi-based airline’s first high-profile sports sponsorship in the region and one that underscores its expanding commitment to the Indian market, officials said.
James Hogan, President and Chief Executive Officer of Etihad Airways, said: “Sport sponsorships form a major part of Etihad’s international marketing strategy. We are delighted to add the Mumbai Indians, the reigning champions of the Indian Premier League, to our growing portfolio of global sporting associations.”
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.
Among the highlights of the sponsorship agreement will be 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 on April 16 against Kolkata Knight Riders. In addition, the airlines’ logos will be prominently displayed on the teams’ shirts and merchandise.
A comprehensive activation plan with the Mumbai Indians will be held, including community programmes, competitions and promotions for flights and holidays with the teams’ fans.
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.
