SBD/Issue 172/Sponsorships, Advertising & Marketing

Plane Dealer: Etihad Airways To Be Shirt Sponsor Of Man City

Manchester City Has Reached Three-Year
Shirt Sponsorship Deal With Etihad Airways
EPL club Manchester City has reached a "new three-year shirt sponsorship deal" with Etihad Airways, the national airline of the United Arab Emirates (UAE), according to Richard Morris of CRAIN'S MANCHESTER BUSINESS. The deal sees Etihad take over for U.K.-based travel company Thomas Cook and is "believed to be worth [US$47.8M] over four years." The partnership will "include team tours to the UAE and South Africa and see investment in community schemes in the Emirates and East Manchester." The shirt will be first worn by the club "during a pre-season tour to South Africa in July" (, 5/26). TRAVELWEEKLY's Edward Robertson noted though Thomas Cook's shirt sponsorship deal, which ran for six seasons, has ended, Manchester City fans will "still receive discounts from the Thomas Cook Holiday Club" (, 5/26).

IN THE SPOTLIGHT: BLOOMBERG NEWS' Tariq Panja noted with EPL club Manchester United playing in today's UEFA Champions League Final, the club "may use the opportunity to grab more than $90[M] from a new shirt sponsor." AIG "won't renew" its four-year, $87.7M contract beyond the '09-10 season, but Brand Rapport Dir Nigel Currie said that ManU's next shirt sponsor "may pay more." Currie: "Any brand marketing director would be drooling over the opportunity" (BLOOMBERG NEWS, 5/26).

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