Etihad Airways Extends Melbourne Stadium Deal to 2019

Etihad Airways has signed a new multi-million dollar agreement to extend to 2019 its naming and marketing rights for Melbourne’s Etihad Stadium, one of the city’s premier sports and entertainment venues.

Etihad Airways became the stadium’s naming rights sponsor on 1 March 2009, the same month it commenced non-stop flights between Melbourne and Abu Dhabi.

By 2019, the Abu Dhabi-based airline will have sponsored the stadium continuously for 10 years.

“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,” said James Hogan, President and Chief Executive of Etihad Airways. “The partnership with Melbourne Stadiums Limited gives Etihad Airways unparalleled exposure in Australia, one of the most important routes in our network, and we are delighted to extend the naming agreement for Etihad Stadium until 2019.”

More than 150 AFL premiership season matches have taken place at the stadium since 2009, as well as 39 soccer matches, which included internationals against Serbia, the English Premier League’s Fulham and David Beckham’s LA Galaxy.

The stadium has 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 addition, Etihad Stadium annually hosts a range of philanthropic events including the Royal Children’s Hospital Good Friday Appeal and the EJ Whitten Legends game.

Etihad and Melbourne Stadiums Limited regularly produce innovative sales promotions and campaigns for corporate members and visitors to Etihad Stadium. In May 2011, the stadium’s 25 millionth visitor was presented with the trip-of-a-lifetime to Europe with Etihad Airways.

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