Etihad Airways Reportedly Set To Sponsor Atlético's New La Peineta Stadium For $212M

Atlético Madrid is "believed to have secured a sponsorship deal for their new stadium, La Peineta, which is due to open in 2015," according to Dani Hidalgo of AS. Three firms have "expressed their interest in striking a deal," but Euroamericas Sport Marketing indicated that the firm that has "convinced the Rojiblanco directors is Etihad Airways, which has reportedly signed a pre-contract for an eventual 10-year-deal" worth a total of €155M ($212M). If the deal goes through, La Peineta will be the "third stadium in the world to be sponsored by the airline," following Man City's stadium and the Etihad stadium in Melbourne, Australia (AS, 2/10).