Etihad Airways has signed a new multi-million dollar agreement to extend to 2019 its naming and marketing rights for Melbourne’s Etihad Stadium, the city’s premier sports and entertainment venue.
The five-year extension was announced in Melbourne by James Hogan, chief executive of Etihad Airways, and Ian Collins, chief executive of Melbourne Stadiums, the company that operates Etihad Stadium.
Hogan said: “Placing the Etihad name on this world class sports and entertainment stadium, as well as activating our marketing and hospitality rights, has provided Etihad Airways with a solid platform to build our brand across the state of Victoria and the whole of Australia.
“The partnership with Melbourne Stadiums gives Etihad Airways unparalleled exposure in Australia, one of the most important routes in our network, and we are delighted to extend the naming agreement for Etihad Stadium until 2019.”
Etihad Airways became the stadium’s naming rights sponsor on March 1st, 2009, the same month it commenced non-stop flights between Melbourne and Abu Dhabi.
By 2019, the Abu Dhabi-based airline will have sponsored the stadium continuously for ten years.
Hogan added: “More than 250 arena events have taken place at Etihad Stadium during the past three years highlighting the vital role it plays in the local community, and we look forward to strengthening those ties further in the years to come.”
More than 150 AFL premiership season matches have taken place at the stadium since 2009, as well as 39 soccer matches, which included internationals against Serbia, the English Premier League’s Fulham and David Beckham’s LA Galaxy.
The stadium has hosted three cricket matches, seven rugby league games and three rugby union matches including the Bledisloe Cup between Australia and New Zealand in July 2010.
On the entertainment front, Etihad Stadium has hosted 11 concerts by some of the world’s biggest acts including AC/DC, U2, Bon Jovi, George Michael and Eminem.
Etihad is considered the World’s Leading Airline by the World Travel Awards.