Manchester City score naming rights deal with Etihad Airways

Manchester City’s home ground is to be renamed Etihad Stadium as part of a 10-year expansion of the club’s partnership with Etihad Airways.

/h/i/y/ManCityFAcup.jpg

The new deal – which builds on the airline’s existing shirt sponsorship – comes as the club looks to exploit the commercial opportunities offered by participation in next season’s UEFA Champions League and their recent FA Cup win.

The value of the deal was not disclosed but it is thought that the club’s success and the expanded partnership could net City over £10m a season.

The club is looking to match rival Manchester United both on and off the pitch and has been building its marketing and communications team to try and build the City brand globally.

Garry Cook, CEO of Manchester City, says of the Etihad deal: “In addition to delivering significant revenue at a key stage in the Club’s evolution, the agreement creates exciting opportunities for our two organisations to cooperate more deeply commercially and on media and community initiatives in the future.”

In a statement, the two promise to use their respective customer databases and loyalty schemes to “create new opportunities for targeted marketing initiatives tailored to the commercial priorities of both parties”.

The Etihad Stadium will sit at the centre of the newly-named Etihad Campus area in East Manchester, which encompasses existing sports and entertainment facilities.

Etihad flights between Manchester and Abu Dhabi using City branded planes will run twice-daily as part of the deal.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here