Etihad Airways and the England and Wales Cricket
Board (ECB) have signed a three-year partnership deal which will
see the airline become the first ever official airline partner of
the England Cricket Teams.
The sponsorship agreement will see all
England national teams across men’s, women’s, age-group and
disability cricket, fly with Etihad Airways.
As part of the partnership, the airline will
benefit from a comprehensive range of commercial rights which will
include access to England players for promotional appearances,
advertising at six international cricket grounds in England and
Wales, tickets and hospitality packages.
Encompassing England’s domestic international
and overseas cricket tours from 2014-2016, the agreement will also
include winter training camps in Abu Dhabi and a joint
community-based cricket initiative.
highlights of the sponsorship tenure will be the prestigious home
series against India (2014), The Ashes series against Australia
(2015), the ICC World Cup in Australia and New Zealand (2015), the
ICC World Twenty20 and ICC Women’s World T20 in India (2016), and
the tour of South Africa (2016).
addition of the England Cricket Team to our growing portfolio of
global sporting associations demonstrates our commitment to the UK
market and also to major international sporting events,” said
Peter Baumgartner, Chief Commercial Officer of Etihad Airways.
“Cricket enables Etihad Airways to create strong synergies between
the key cricket playing nations and our major flight networks
across the Indian Subcontinent, Australia and the UK. Cricket
forms an important part of our international marketing strategy,
providing us with an ideal platform to further build our brand in
the UK, and create a deeper connection with our guests through
supporting one of England’s favorite sports.”
Headquartered at Lord’s Cricket Ground in London, the ECB is the
governing body for all cricket in England and Wales.
Welcoming the deal, David Collier, Chief Executive of ECB,
said, “We are delighted to welcome a prestigious global brand such
as Etihad Airways into our ever-expanding family of commercial
partners. This is a major business partnership for ECB which will
bring significant benefits to all our England teams and we will be
working closely with Etihad Airways to deliver maximum exposure
for their brand.”
Etihad Airways and ECB will work
together on a number of initiatives including hosting competitions
and promotions for flights and holidays with England fans keen to
watch the teams on overseas tours. Fans will also have the
opportunity to access a range of exclusive frequent flyer benefits
with the airline’s loyalty programme - Etihad Guest.
In addition to the England Cricket Team, Etihad Airways’
sports sponsorship portfolio includes Manchester City Football
Club, the Indian Premier League’s (IPL) franchise cricket team –
the Mumbai Indians, the Etihad Stadium in Manchester, Etihad
Stadium in Melbourne, GAA Hurling All Ireland Senior Championship,
Major League Soccer in the US, and the Formula 1 Etihad Airways
Abu Dhabi Grand Prix.
Etihad Airways currently
operates three flights a day from London Heathrow, as well as a
twice daily service from Manchester to Abu Dhabi, where passengers
can connect to its network of destinations in Africa, the Middle
East and Asia.
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