ETIHAD AIRWAYS has signed a new multi-million dollar agreement to extend its naming and marketing rights for Melbourne’s Etihad Stadium to 2019.
The five-year extension was agreed with Melbourne Stadiums Limited, the company that operates Etihad Stadium, in a deal valued by Frontloaded at more than Aus$5m annually.
Etihad Airways became the stadium’s naming rights sponsor in March 2009 – the same month the airline began non-stop flights between Melbourne and Abu Dhabi.
“The partnership with Melbourne Stadiums Limited gives Etihad Airways unparalleled exposure in Australia, one of the most important routes in our network,” said James Hogan, President and Chief Executive of Etihad Airways.
“Placing the Etihad name on this world class sports and entertainment stadium, as well as activating our marketing and hospitality rights, has provided Etihad Airways with a solid platform to build our brand across the state of Victoria and the whole of Australia.”
Hogan added: “More than 250 arena events have taken place at Etihad Stadium during the past three years highlighting the vital role it plays in the local community, and we look forward to strengthening those ties further in the years to come.”
Over the last three years, the stadium has hosted 150 Australian Football League (Aussie Rules) premiership season matches, as well as 39 soccer matches, including internationals and exhibition matches.
The stadium has also hosted three cricket matches, seven rugby league games and three rugby union matches including the Bledisloe Cup between Australia and New Zealand in July 2010.
On the entertainment front, Etihad Stadium has hosted 11 concerts by some of the world’s biggest acts including AC/DC, U2, Bon Jovi, George Michael and Eminem.
In Australia, Etihad is also a sponsor of the Sport Australia Hall of Fame.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen