Man City clinch Etihad sponsorship

Abu Dhabi took yet another giant step in the field of global sports promotion and sponsorship when Etihad Airways signed a three-year deal to be the official shirt sponsor and partner of Premier League football club Manchester City FC.

The Manchester City shirt, with the Etihad logo, will be displayed on July 18 when City faces off against the Orlando Pirates in Cape Town in their first pre-season tour game in South Africa. With this move, the government of Abu Dhabi underlined their obligation to sport while showcasing their ambitions to promote it.

Among other high profile forays that Abu Dhabi has made in the field of sports sponsorship and marketing are their partnership with Chelsea FC, another Premier League giant, and the hosting of the Abu Dhabi Formula One Grand Prix, which will be the final race of the grand prix calendar.

The announcement of the deal was made a few hours before Manchester City's final Premier League game against Bolton yesterday.

Etihad Airways' chief executive James Hogan said: "This new partnership marks the beginning of what we hope will become a strong and lasting relationship between Manchester City and Etihad Airways.

"Our home base is Abu Dhabi and therefore we have a strong bond already with the club and its owners and we look forward to building on this in the months and years to come."

Also present at the announcement were Manchester City FC chief executive Garry Cook and Sir Howard Bernstein, chief executive of Manchester City Council.

Etihad Airways and the club will embark on several overseas projects together. This will include several tours - one of which is set to be through Abu Dhabi and South Africa - as well as community based schemes in the UAE and East Manchester.

The next season will showcase Manchester City's plans as they prepare to become one of the powerhouses in Europe - through prudent but high-profile signings - and the pressure will be on manager Mark Hughes as he goes about convincing the club's owners that the investments are going to bring in noteworthy returns both commercially and on the field.

That first step towards realising both long and short term objectives began yesterday.

As well as appearing on the club's sky blue shirt, the deal will see the Etihad Airways' logo and branding at the City of Manchester Stadium, as well as on the club's website (www.mcfc.co.uk) and match day programme and merchandise.

Cook said: "We are delighted to announce this partnership with Etihad and join its stable of associations of the highest calibre, including the Formula One Etihad Airways Abu Dhabi Grand Prix and the Ferrari Formula One team."

Timeline

• Sept 1, 2008: Manchester City say they have reached an agreement with the Abu Dhabi United Group for Development and Investment (ADUG) over the proposed sale of the club and group set City manager Mark Hughes the task of a top-four Premiership finish.
• Sept 3, 2008: Dr Sulaiman Al Fahim, head of ADUG, admits Kaka is on his wish list. The other names on his list include Cristiano Ronaldo, Lionel Messi, Cesc Fabregas, Fernando Torres, Ronaldinho and Dimitar Berbatov.
• Sept 6, 2008: Man City fans start singing for Kaka: "There's only one Al Fahim/Only one Al Fahim/Just fill up your car/And he'll buy us Kaka/Walking in a Fahim wonderland".
• Sept 9, 2008: Under contract with Milan until 2013, Kaka plays down talk of a move to the Eastlands.
• Oct 12, 2008: City earmark Kaka as their £50 million marquee signing for 2009.
• Nov 16, 2008: Robinho urges Kaka to join City.
• Dec 3, 3008: City reported to be interested in landing a "world superstar" in the January window.
• Jan 13, 2009: City chief executive Gary Cook makes a £100 million - including 500,000-pound-per-week salary - bid for Kaka, who refuses two days later.
• Feb 24, 2009: The Rossoneri rush to deny that the club are in talks with Manchester City owner Shaikh Mansour Bin Zayed over a potential takeover.
• Feb 26, 2009: The Abu Dhabi United Group have officially completed their takeover of Manchester City, with new owner Shaikh Mansour Bin Zayed Al Nahyan insisting manager Mark Hughes is "absolutely integral to our plans."
• May 24, 2009: Abu Dhabi-based Etihad Airways sign three-year deal to be the official shirt sponsor of the club.