29 Apr 2016 05:30
Etihad Airways, the national airline of the UAE, today announced a comprehensive new global agreement with WME | IMG to become a major long-term partner to the fashion industry by supporting 17 fashion week events around the world annually.
the agreement, which is the first multinational, multi-year airline sponsorship
supporting the fashion industry, Etihad Airways will become the official
airline of fashion week events in New York, London, Milan, Berlin, Sydney and
Mumbai. These are New York Fashion Week: The Shows, MADE Fashion Week, London
Fashion Week, London Collections: Men, Milan Fashion Week, Milano Moda Uomo,
Mercedes-Benz Fashion Week Berlin, Mercedes-Benz Fashion Week Australia and
Lakme Fashion Week (Mumbai).
Airways Partners, which includes seven airlines in which it holds minority
equity stakes, will also be party to Etihad Airways’ agreement with WME | IMG,
whose fashion portfolio includes 30+ fashion events around the world and
affiliates IMG Models, Art + Commerce and The Wall Group, which manage
fashion’s icons across modelling, photography and styling.
Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional
will help fashion’s insiders arrive, connect and present at the industry’s key
moments throughout the year.
Hogan, Etihad Airways’ President and Chief Executive Officer, said: “This is a ground-breaking new partnership
for Etihad Airways. Together with WME | IMG, we have created a unique marketing
relationship that now connects the international fashion community across our
“Fashion weeks and
Etihad Airways represent an ideal brand fit, as we share attributes of being
remarkable, ambitious and innovative. These characteristics are exemplified in
our renowned service and hospitality offering. Likewise, design and style are
important cultural interests to many of our guests.
“This is a landmark
deal because it goes beyond traditional sponsorship and is a world-first
agreement for an airline group. As a result of our business model, Etihad
Airways Partners will collectively unveil a wide range of exciting new fashion
initiatives for guests in our home market of Abu Dhabi and throughout the
Emanuel, Co-CEO of WME | IMG, added: “Etihad
Airways is the perfect partner for an industry that values creativity, design
and outstanding service. We are proud to be working with them to develop
programs that are tailor-made for the fashion industry.”
Airways and its Partner airlines will develop travel-oriented relationships
with fashion designers, models, stylists, journalists, photographers, suppliers
and sponsors. In addition, Etihad Airways will create original guest-focused
promotions and offers for the industry at large.
Airways will debut its fashion week presence during Mercedes-Benz Fashion Week
Australia, which runs from 15 to 20 May, 2016 in Sydney. From there, Etihad
Airways will sponsor five additional events in 2016 – in Berlin, Mumbai, New
York, London and Milan – before extending to a total of 17 men’s and women’s
fashion events in 2017.
major new initiative marks a core element of Etihad Airways’ sponsorship
strategy. This will see increased
collaboration across the Etihad Airways Partners, bringing both brand
development opportunities and economies of scale to all partners.
forward, Etihad Airways is putting additional focus on three core lifestyle
interests that drive competitive advantage from sponsorship: food, fashion and
In March 2016, Etihad
Airways announced a multi-year partnership with WME | IMG’s Taste Festivals
Ltd, organisers of the world’s leading restaurant events since 2004. The
airline, along with many of its Etihad Airways Partners, will have a presence
at 14 Taste Festivals in 2016.
Etihad Airways has a
number of football partnerships, including shirt sponsor and official partner
of Manchester City Football Club, Manchester City Women’s Football Club, New
York City Football Club, Melbourne City Football Club and Melbourne City
Women’s Football Club. Etihad Airways is also the official airline partner of
Al Ain Football Club, Al Ittihad Football Club and Major League Soccer in the
The airline also remains committed to key
sponsorships which promote Abu Dhabi as a business and leisure destination. Its
many current partnerships include Formula 1 Etihad Airways Abu Dhabi Grand
Prix, Abu Dhabi HSBC Golf Championship, Abu Dhabi Tour, Abu Dhabi World
Professional Jiu-Jitsu Championship and Mubadala World Tennis Championship.