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.

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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.

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