Etihad Airways, the national airline of the United Arab Emirates (UAE), and and equity partner Jet Airways have signed a new sponsorship deal with celebrated Mumbai Indians cricket team.

The deal names both airlines as principal sponsors and official airlines of the Indian Premier League (IPL) 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, said a statement.

The Mumbai Indians are the largest social sports brand in India and are closely followed by millions of fans across the globe.

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 April 16 and 30 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.

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. - TradeArabia News Service