09 Oct 2016 12:00
Etihad Airways has teamed up with Abu Dhabi Sports Council (ADSC) to become a collective driving force behind attracting global sporting events to the emirate.
The national airline of the
UAE has entered a three year deal with ADSC to support sports activities and
major sporting events in Abu Dhabi. The strategic initiative replaces an event-
by-event approach and contributes to a longer term vision for sports in line
with Abu Dhabi Vision 2030.
Hareb Almuhairy, Senior
Vice President, Corporate and International Affairs, Etihad Airways, said: “This
agreement cements our work together to promote Abu Dhabi as an outstanding
destination for major international sporting events. These events bring
considerable economic benefits, provide excellent opportunities for resident
and visiting sports fans and encourage a healthy and active lifestyle.”
At least 15 events will be
covered under the new partnership, including headliners such as January’s
annual Abu Dhabi
HSBC Golf Championship and this month’s professional cycling race, the Abu
Dhabi Tour. It is expected that eventually, dozens of events
will be jointly supported as new sports initiatives are attracted to the
“This deal represents a more structured and long-term approach to
delivering on our vision of evolving Abu Dhabi into an international
destination for sport, competitiveness and international events. Etihad Airways
will bring to the table considerable marketing clout which will further build
local, regional and global awareness of our headline events,” explained His
Excellency Aref Al Awani, General Secretary, ADSC.
The new partnership will see Etihad Airways leverage all of its
marketing channels to promote major sporting events in the emirate. The
agreement also opens the way for special athlete appearances, guest experiences
and community engagement activities.
Etihad Cargo will provide support for sports equipment, contributing to
what is effectively a bridge to bring the world’s best athletes and action to
Business Group study, entitled The Report Abu Dhabi 2016, notes that
while Abu Dhabi was largely unknown in the international sporting world just 10
years ago, it has since sprinted onto the global stage by hosting high profile
sporting events, such as the Formula 1 Etihad Airways Abu Dhabi Grand Prix.
Other events have included the ITU World Triathlon Series, the Volvo Ocean Race
and the Fatima Bint Mubarak Ladies Open (Ladies European
positive impact of major sports events on tourism is well documented, with
benefits such as airline passenger traffic, hotel stays and visitor spend,”
added Mr Almuhairy. “At the same time, we are always looking
for ways to connect and inspire our guests. Sport provides a wonderful platform
to do this.”
Among the other events covered under the new partnership are the FINA
10k Open Water World Championship, the FINA High-Dive World Cup, Emirates
Football Forum and the FIBA Basketball 3 x 3 World Championship.