Sydney Opera House Lands Official Airline
Calling the Sydney Opera House, the "most culturally valuable asset in [Etihad's] global sponsorship portfolio," Etihad CEO James Hogan announced a new three-year, multi-million dollar partnership that he says symbolizes the airline’s commitment to arts and culture worldwide. The Sydney Opera House joins the Melbourne Recital Centre, Biennale of Sydney, Arab Film Festival Australia, Islamic Museum of Australia and Melbourne’s Etihad Stadium in a suite of partnerships that reflect the airline’s increasing investment in Australia’s cultural sector.
“This exciting partnership between Etihad Airways, and our nation’s flagship performing arts centre will raise even further Sydney’s profile as one of the world’s great tourist and cultural destinations," New South Wales Minister for Tourism, Major Events and the Arts, George Souris, said. “It will help bring more international artists to New South Wales and provide its citizens as well as visitors with access to all the cultural opportunities of a truly global city.”
“Sydney Opera House is one of the world’s architectural wonders, recognised the world over and from today, the most culturally valuable asset in our global sponsorship portfolio," Hogan said. “As exclusive international airline partner, we will develop a range of joint initiatives to promote tourism to Sydney and to increase the Opera House’s capacity to bring the world’s best to Sydney for the enjoyment of locals and visitors alike.”
The partnership comes in addition to the recent $6 million marketing agreement which Etihad Airways recently signed with Tourism Australia to promote travel from the Middle East, UK and Europe.
“We are delighted that Etihad Airways, a global business leader, recognises the significance of Sydney Opera House," Sydney Opera House CEO Louise Herron said. "As a result of this partnership between our two international brands, we will be able to welcome more artists and visitors from around the world to experience and be moved by this remarkable building and by what we offer.”