Etihad Takes Manchester City Partnership To Another Level
Manchester City Football Club and Etihad Airways today formally announced a groundbreaking 10-year naming rights agreement, which significantly expands their existing relationship. The deal, which Bloomberg reports could be worth as much as $480 million, will rename Manchester City's stadium to Etihad Stadium, . As part of the deal, Etihad has elected to extend its pre-existing shirt sponsorship with the club.
“This is a game-changing partnership agreement that redefines the traditional sports sponsorship paradigm," James Hogan, CEO of Etihad Airways, said. "It is a once-in-a-lifetime opportunity for two iconic brands that share the same vision to promote far-reaching global awareness and business growth.
UEFA officials are likely to give the deal a close examination to make sure that it complies with UEFA's new financial fair play rules, which will go into effect for the 2013-2014 season.
Check out Etihad's Manchester City TV spot below.