Etisalat to sign three-year sponsorship deal with Manchester City

Abu Dhabi and Manchester:  Etisalat, the Middle East's leading telecommunications service provider, is set to sign a three-year sponsorship agreement with one of the most famous names in the English Premier League.

On Tuesday, in the presence of Chairman of Manchester City Khaldoon Al Mubarak and Etisalat Chairman Mohammad Hassan Omran, Manchester City FC CEO Garry Cook and Etisalat Chief Marketing Officer Essa Al Haddad signed a Memorandum of Understanding (MoU), which precedes a full three-year strategic sponsorship agreement to be formalised later this year.

The MoU will see both organisations work together to rapidly develop a customised program to drive a long-term relationship based on mutually agreed outcomes.

As part of the terms of the agreement, Etisalat will become the exclusive MCFC Telecommunications Partner in the countries of Etisalat's operations. For MCFC, the strategic alliance represents another opportunity for the globalization of the brand, as Manchester City continues to develop its worldwide network of fans. 

With the agreement Etisalat becomes the football club's third global partner, joining Etihad Airways and Umbro. all globally relevant sector leading companies with proven and ambitious track-records.

Ardent football fan

Etisalat has been an ardent football fan for many years and is committed to bringing the thrill of the game to each and every enthusiast in the UAE and beyond, in a number of ways.

Etisalat has also been long associated with some of the most popular football initiatives in the UAE and internationally enabling customers and all UAE residents to get closer to their favorite game. It has sponsored the UAE national team, the UAE football league, now known as the Etisalat Pro League, as well as UAE club teams competing in international competitions, vigorously contributing to nurture and develop the National football talent. These initiatives now coupled with the upcoming Manchester City sponsorship are a reflection of Etisalat's long-term commitment to elevating the standard of the game in the country and taking each and every football enthusiast closer to the excitement and spirit of the game.

Essa Al Haddad of Etisalat said: "Etisalat's agreement with Manchester City reflects our passionate commitment to football, in the UAE and internationally, and to our growing global customer base. Moreover, our objective is to create, nurture and develop the young talent in UAE, and position UAE as a leading country on the world sports map. Towards this intention, we are not only supporting our National Team, but also multiple clubs and their international participation. We have shown unstinting support to grassroots football in the UAE, through sponsorship of the President's Cup, the UAE national team, the Etisalat First and Second Leagues, and now the Etisalat Pro League."

"The profile of the club is already growing globally, and the ability to effectively expand this growth with tailored communications forms the core of our agreement with Etisalat," said Garry Cook, CEO of Manchester City Football Club. "This strategic opportunity allows us to connect to passionate football fans around the Middle East and African regions, providing customized Manchester City FC content through mobile communications channels."

The sponsorship is also a significant step forward in Etisalat's long-term strategy to become one of the top-10 telecoms service providers in the world. Etisalat provides a broad range of fixed line and mobile phone services to more than 94 million subscribers across 18 countries, and the corporation's enthusiastic backing of football has helped promote ‘the beautiful game' in all of the markets where it operates.

Manchester City FC is in Abu Dhabi this week to play the UAE National Team on Thursday, November 12, at Zayed Sports City.