Etihad Airways has signed a three-year deal to be the main sponsor of English premiership rugby union team, Harlequins.The ‘seven figure’ deal is Etihad’s first major sporting sponsorship deal in the UK and the biggest in Harlequins’ history.
It will see the airline’s logo emblazoned on Harlequins’ famous quartered shirt as well as on the Twickenham Stoop stadium in south west London.
The deal was announced today (Monday) 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.”
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.
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 in club rugby we all look forward to a fruitful partnership with Etihad Airways.”
Etihad was recently named ‘Middle East’s Leading Airline,’ ‘Middle East’s Leading First Class Airline’ and ‘Middle East’s Leading Airline Website’ at the inaugural regional World Travel Awards, Middle East & Africa ceremony, that took place at the Emirates Palace in Abu Dhabi.
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