Abu Dhabi: Etihad Airways, the national airline of the United Arab Emirates, announced their first major sporting sponsorship deal in the United Kingdom - a three-year support of English Premiership Rugby Union team Harlequins.
According to a press release, the 'seven figure' deal will see the airline's logo emblazoned on Harlequins' famous quartered shirt as well as on the Twickenham Stoop stadium in south west London.
Harlequins RFC, formed in 1866, play in the Guinness Premiership. Fomer England captain Will Carling is one who has worn the famous quartered Quins shirt as have World Cup winners Jason Leonard and Will Greenwood.
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.
Main sponsor
The deal was announced yesterday at a press conference held at the Twickenham Stoop which was attended by James Hogan, Etihad Airways chief executive, Mark Evans, Harlequins chief executive, and Dean Richards, Harlequins' director of rugby.
James Hogan said: "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.
"Etihad shares the same ambitions and aspirations for success as Harlequins and we look forward to building a long-lasting relationship with the club."
Mark Evans, Harlequins chief executive, said, "I'm absolutely delighted that Etihad Airways has chosen to become Harlequins main sponsor for the next three years. The deal is the biggest in the club's history and we are greatly looking forward to working closely with them over the coming seasons. These are exciting times at Harlequins and as we build further and push towards the biggest prizes and we all look forward to a fruitful partnership with Etihad Airways."
Destinations
Currently Etihad offers flights to 45 destinations in the Middle East, Europe, North America, Africa and Asia and this includes twice daily from its Abu Dhabi home base to London Heathrow and daily to Manchester.
