10 Apr 2014 12:30
Etihad Airways, the national airline of the United Arab Emirates (UAE), continues to strengthen ties with India and equity partner, Jet Airways, following a new sponsorship deal naming both 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.
A franchise cricket team of the Indian Premier League (IPL), the Mumbai
Indians are the largest social sports brand in India and are closely followed
by millions of fans across the globe. The team is known for its balance of
experienced cricketers as well as the young talented players scouted from India
and across the world.
Crowned as champions of the 2013 IPL, the Mumbai Indians will be playing
in the Pepsi IPL 2014 Tournament whose first 20 matches will be hosted in the UAE.
Along with the Mumbai Indians, seven teams will showcase their cricketing
skills in the UAE leg of the tournament which will take place between 16 and 30
April at three different venues: Abu Dhabi, Dubai and Sharjah.
President and Chief Executive Officer of Etihad Airways, 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.
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.”
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.
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 programs, competitions
and promotions for flights and holidays with the teams’ fans.
Goyal, Chairman of Jet Airways, 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
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.”
Airways currently serves a total of 10 Indian cities which includes Ahmedabad,
Bangalore, Chennai, Hyderabad, Kochi, Kozhikode, Mumbai, New Delhi, Trivandrum
and the recently launched route to Jaipur.
Airways and equity partner Jet airways had previously jointly hosted the Manchester
City FC football coaching clinics in Mumbai and Delhi in December 2013.