Etihad Airways is set to become the Official Airline of the Ladies European Tour in 2016, taking over sponsorship of Europe’s leading women’s professional golf tour.
The LET was originally formed as the WPGA in 1978 and over the last 36 years has developed into an internationally recognised sporting organisation.
In 2015 it held more than 20 tournaments in 18 different countries for a membership base of more than 30 different nationalities.
Etihad Airways is already an active participant in global sports and is aiming to lead by example through partnerships with female athletes, events, teams and tours, such as LET.
Etihad Airways currently sponsors Manchester City Women’s Football Club, Melbourne City Women’s Football Club and the Washington Mystics of the Women’s National Basketball Association.
Patrick Pierce, vice president of sponsorship for Etihad Airways, said: “The airline partners with a variety of sports properties around the world including football, cricket, Formula 1, basketball, hockey and cycling.
“Our support of the Ladies European Tour provides yet another opportunity for Etihad to increase our brand and business profile to an international audience passionate about golf.”
The partnership sees Etihad Airways become the second LET Global Partner, joining Omega, the Official Timekeeper of the LET.
Etihad Airways and LET will collaborate on a series of marketing and in-flight media initiatives promoting the tour’s roster of world-class female golfers.
Ivan Khodabakhsh, chief executive of the Ladies European Tour, said: “We are thrilled to enter a global partnership with Etihad Airways, one of the world’s truly great companies.
“The new relationship is testimony to the global appeal of the LET and the success of our players to connect with audiences in many markets around the world.”