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Abu-Dhabi-based
Etihad Airways, has signed a three-year deal to be the main sponsor of English
premiership rugby union team, Harlequins.
The ‘seven figure’ deal is Etihad’s first major sporting sponsorship deal in the UK and the biggest in
Harlequins’ history. It will see the airline’s logo emblazoned on Harlequins’ famous quartered shirt as
well as on the Twickenham Stoop stadium in south west London.
The deal was announced
Monday at a press conference held at the Twickenham Stoop which was attended by James Hogan, Etihad Airways’ chief executive, Mark Evans, Harlequins’ chief
executive, and Dean Richards, Harlequins’ director of rugby.
James Hogan
said, “This new partnership with Harlequins will provide Etihad Airways with an ideal
international platform to connect with our customers in the UK and around the world.
“Etihad shares the same ambitions and aspirations for success as Harlequins and we look forward to building a long-lasting relationship
with the club.”
Among the highlights of the partnership will be the branding of the stadium roof, which is placed under the London Heathrow airport flight
path, in Etihad livery. The East Stand of the Twickenham Stoop will also be renamed the Etihad Stand.
Mark Evans, Harlequins’ chief executive,
said, “I’m absolutely delighted that Etihad Airways has chosen to become Harlequins’ main
sponsor for the next three years. The deal is the biggest in the club’s history and we are greatly looking forward to working closely with them
over the coming seasons.”
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