21 Sep 2017
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Etihad and Jet Airways sign sponsorship deal with Mumbai Indians

MUMBAI: After Emirates, another international airline has boarded the IPL bandwagon. Etihad Airways, the national airline of the United Arab Emirates (UAE) which also holds equity in Jet Airways, has signed a new sponsorship deal naming both the airlines as principal sponsors and official airlines of the celebrated Mumbai Indians cricket team.

This is the Abu Dhabi-based airline’s first high profile sports sponsorship in the region and one that underscores its expanding commitment to the Indian market.

Among the highlights of the sponsorship agreement will be the display of extensive Etihad Airways and Jet Airways branding and messaging beamed across LED pitch-side advertising and on giant screens in the stadium. This will occur during the Mumbai Indians’ home matches including the tournament’s first game which will be played at the Zayed Cricket Stadium in Abu Dhabi. In addition, the airlines’ logos will be prominently displayed on the teams’ shirts and merchandise.

A comprehensive activation plan with the Mumbai Indians will be held including community programmes, competitions and promotions for flights and holidays with the teams’ fans.

Etihad Airways President and CEO James Hogan said, “As India continues to play an important part in the growth of Etihad Airways, this new sponsorship deal provides an excellent opportunity for us to reinforce our global brand in India, cement our partnership with Jet Airways and forge close and long-lasting relationships with the Indian travelling public, many of whom we know are huge cricket fans.

“Sport sponsorships form a major part of Etihad’s international marketing strategy.  We are delighted to add the Mumbai Indians, the reigning champions of the Indian Premier League, to our growing portfolio of global sporting associations.”

Etihad Airways’ sponsorship portfolio includes Manchester City Football Club, the Etihad Stadium in Melbourne, Etihad Stadium in Manchester, the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Harlequins Rugby Club, GAA Hurling All Ireland Senior Championship, and most recently the Major League Soccer in the US.

Jet Airways chairman Naresh Goyal said, “We are excited to team up with Etihad Airways to sponsor the Mumbai Indians, as they prepare to take part in one of crickets’ most high profile tournaments featuring top cricketers from all over the world. Cricket is a hugely popular sport around the world and especially in India. Sponsoring an all-star cricket team like the Mumbai Indians will surely provide our airlines with fantastic brand exposure on a global level and offer an impressive platform to connect with our customers while at the same time engaging with the community.”

Etihad Airways currently serves a total of 10 Indian cities which include Ahmedabad, Bangalore, Chennai, Hyderabad, Kochi, Kozhikode, Mumbai, New Delhi, Trivandrum and the recently launched route to Jaipur. Etihad Airways and equity partner Jet airways had previously jointly hosted the Manchester City FC football coaching clinics in Mumbai and Delhi in December 2013.