The superstars of English Premier League side Manchester City are set to take Abu Dhabi by storm this week.
The array of star talent – which includes new big-money signings Carlos Tevez, Gareth Barry and Roque Santa Cruz – will be joining City manager Mark Hughes on a stopover to celebrate the club’s new sponsorship deal with Etihad Airways, before journeying on to South Africa to take part in next week’s Vodacom Challenge.
From left to right at the City of Manchester Stadium: Saif, Mark Hughes MCFC CEO, Garry Cook MCFC chairman, James Hogan Etihad Airways CEO, Sheikh Khaled Al Nahyan.
The visit will see the Etihad logo unveiled on the team’s shirts for the first time since the deal was announced at the end of last season.
To mark the occasion Abu Dhabi Week has teamed up with Etihad Airways and its travel packages arm Etihad Holidays to offer a spectacular prize: the chance to travel in style to Manchester to win VIP tickets to see City’s first home game of the new season on 22nd August. The prize includes flights from Abu Dhabi and accommodation in Manchester, plus the chance to see City’s new team against just-promoted Wolverhampton Wanderers.
Welcoming the shirt sponsorship deal, an arrangement that will run for three years initially, Etihad’s Chief Commercial Officer Peter Baumgartner said the two sides hope the partnership marks the beginning of a strong and lasting relationship. “Our home base is Abu Dhabi and therefore we have a strong bond already with City and its owners, and we look forward to building on this in the years to come.
“City is a club with huge ambition and through its new Abu Dhabi owners now has the opportunity to build not only a leading UK brand but also global recognition. We at Etihad are also building a global brand. So we can help support each other’s ambitions—not just by Etihad having its logo on to the team shirt, but also by playing an active role in developing Man City FC’s global reputation. That in turn helps us to build our own reputation and global brand recognition.
As well as having the Etihad name on the club’s shirts, there will also be Etihad Airways branding at the City of Manchester stadium, on its website, and on match-day programmes and merchandise.
Baumgartner also revealed that the company intends to launch local initiatives through the Manchester City connection: “Etihad Airways and Manchester City FC both have a strong sense of community and we will work together on building ties between Abu Dhabi and Manchester, especially with youngsters, through our highly successful soccer school programmes.
“Etihad has already demonstrated its commitment to grass roots sport and looks forward to working with Manchester City FC to build upon the huge appetite for football in the UAE.” Etihad already has a daily flight between Abu Dhabi and Manchester in addition to its three-times-a-day flights to Heathrow.
Etihad Holidays is also developing a series of specially-designed short-break packages that will allow fans to visit the UK to watch their ‘home’ team superstars. Tony Gauci, Head of Direct Sales for Etihad, said: “We are just finalising the details, which we plan toannounce in the coming days with a big promotion, so watch this space!”
Sports sponsorship is a major part of Etihad’s marketing strategy—Etihad Airways has a number of high profile international sporting associations, including the Harlequins Rugby Football Club in London, the All Ireland Senior Hurling Championships and the Ferrari Formula 1 racing team.
[Originally published in Abu Dhabi Week vol 2 issue 26]
