Etihad Airways and Jet Airways sign sponsorship of Mumbai Indians Cricket Team
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
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.
James Hogan, 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.
“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.
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 programs, competitions and promotions for flights and
holidays with the teams’ fans.
Naresh 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 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 includes 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.