Abu Dhabi has signed on to become the Official Destination Partner of Manchester City Football Club (MCFC).
The deal, struck between Abu Dhabi Tourism Authority (ADTA) and MCFC, sees the Premier League side become the second Official Destination Partner for the emirate, following last year’s tie-up with the World Rally Championship.
“The rationale of broadening our destination awareness outreach is behind the move,” explained Ahmed Hussein, Deputy Director General, ADTA. “In this case, Abu Dhabi’s name will touch a TV viewership of over two billion.
“Football is unique in its ability to transcend international borders and connect with a range of people on many levels. Manchester City’s standing as a football club that offers a premium supporter experience across all areas of its business is an ideal fit for us as we share the same goal of excellence in delivery.”
Under the deal, which runs until the end of the 2013 Premier League season, Abu Dhabi’s brand will appear on perimeter boards around the City of Manchester Stadium at every home league and domestic cup game. ADTA also has exclusive naming rights to the club’s Carrington, Trafford training ground and is the sole title sponsor of all pre-season tours.
Garry Cook, MCFC’s Chief Executive, commented: “We are proud to partner Abu Dhabi Tourism Authority, which is hugely respected and influential within the global tourism community, having been voted the World’s Leading Tourism Board in the 2009 World Travel Awards”.
Cook added that Manchester City is looking forward to holding a series of events in Abu Dhabi following on from its recent successful ‘Our Country v Our City’ trip, when the club spent a week in the Gulf region.
“With a rich heritage and an exciting future, Abu Dhabi is fast becoming the destination of choice for world-class business and leisure events,” added Cook. “The addition of ADTA will once again put the City brand in the world spotlight.”
ADTA is Manchester City’s fifth global partner and joins Etihad Airways - the national carrier of the UAE with daily flights from Manchester to Abu Dhabi - Umbro, Etisalat and Ferrostaal.